The Role of Qualitative Research in Current Digital Social Media: Issues and Aspects—An Introduction

Helena Martins Gonçalves, Andrea Rey-Martí, Norat Roig-Tierno, Morgan P. Miles

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)1023-1028
Number of pages6
JournalPsychology and Marketing
Volume33
Issue number12
DOIs
Publication statusPublished - 01 Dec 2016

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