Qualitative Market Research: Volume 26 Issue 5

Boosting customized and personalized interactive livestreaming experiences. Is Amazon Explore competing or complementing the hospitality industry?

Zahy Ramadan, Maya Farah, Norma Al Rahbany

Following the changes in consumer behavior in the hospitality industry due to the Covid-19 pandemic, Amazon launched “Explore”, an interactive livestreaming customized service…

Exploring new-product selling challenges in the FMCG sector: a qualitative method approach

Archana Sharma, Mahim Sagar

The study aims to identify salespeople’s challenges while selling newly launched products in the fast-moving consumer goods (FMCG) sector by examining the holistic environment in…

Promoting brand gratitude through unique emotional connection: a qualitative study

Subhajit Bhattacharya, Arunava Dalal

A growing challenge for organizations is to keep their brand relevant and connected to consumers. This can be achieved by connecting the consumer not only through conventional…

Resilience of small retailers in facing the Covid-19 pandemic – a qualitative study

Tamal Samanta, Rajesh Aithal

This study aims to understand the impact of the Covid-19 pandemic on small retailers, and their response to it, using the crisis management model. The research documents the…

Projecting complex categories: biodynamic wine producers’ online identity

Kenneth A. Fox, Grant Alexander Wilson

This paper aims to investigate how producers of biodynamic and sustainable wine portray their brand identity online.

Dynamics of user-generated content and service failure recovery: evidence from millennials

Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Kerry Howell, Serena Rovai

There is considerable interest in the value of user-generated content (UGC) and its antecedents. Despite its growing importance, existing studies have largely ignored the effects…

Financial inclusion and the financial and economic development: review of the literature, evidence gaps and the road ahead

Maryem Naili, Imad Jabbouri, Issa Helmi

The purpose of this study is to provide a comprehensive review of the literature on financial inclusion, with a focus on its relationship to financial and economic development.

A framework to improve retail customer experience: a qualitative study exploring the customer journey

Mojtaba Poorrezaei, Christopher Pich, Sheilagh Resnick

This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer…

Developing internal marketing strategies for measuring and managing employee-based brand equity

Granit Baca, Nail Reshidi

The purpose of this study is to propose a conceptual framework for measuring and managing employee-based brand equity. Drawing upon existing research, the authors argue that…