TY - JOUR
T1 - The role of qualitative research in current digital social media
T2 - Issues and aspects — An introduction
AU - Gonçalves, Helena Martins
AU - Rey-Martí, Andrea
AU - Roig-Tierno, Norat
AU - Miles, Morgan P.
N1 - Includes bibliographical references.
PY - 2016/12/1
Y1 - 2016/12/1
N2 - This paper introduces current research that focuses on the role of qualitative research in social media including the new ways of marketing promotion, participation, and interaction enabled by social media. The articles included in this special issue of Psychology & Marketing were selected from papers submitted to the 6th Global Innovation and Knowledge Academy (GIKA) conference held in March 2016 in Valencia, Spain. This paper provides a brief synthesis of the contributions of these articles to understanding social media's impact on the ability of organizations to better engage with and market to customers.
AB - This paper introduces current research that focuses on the role of qualitative research in social media including the new ways of marketing promotion, participation, and interaction enabled by social media. The articles included in this special issue of Psychology & Marketing were selected from papers submitted to the 6th Global Innovation and Knowledge Academy (GIKA) conference held in March 2016 in Valencia, Spain. This paper provides a brief synthesis of the contributions of these articles to understanding social media's impact on the ability of organizations to better engage with and market to customers.
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U2 - 10.1002/mar.20935
DO - 10.1002/mar.20935
M3 - Article
AN - SCOPUS:84995544503
SN - 0742-6046
VL - 33
SP - 1023
EP - 1028
JO - Psychology and Marketing
JF - Psychology and Marketing
IS - 12
ER -