Qualitative Market Research: Volume 22 Issue 2


An International Journal

Table of contents - Special Issue: The Impact of Social Media in Marketing Part 2

Guest Editors: Anita Whiting, David L. Williams, Joe Hair

Tackling social media data analysis: Comparing and contrasting QSR NVivo and Leximancer

Violetta Wilk, Geoffrey N. Soutar, Paul Harrigan

This paper aims to offer insights into the ways two computer-aided qualitative data analysis software (CAQDAS) applications (QSR NVivo and Leximancer) can be used to analyze big…


The value of social networking sites in hotels

Sarah Diffley, Patrick McCole

Despite the rapid growth of social networking sites (SNSs), research demonstrating the marketing application of these technologies is lacking. Consequently, this paper aims to…


Praise or revenge: why do consumers post about organizations on social media

Anita Whiting, David L. Williams, Joe Hair

The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. This study explores motives for…


Unlocking value through an extended social media analytics framework: Insights for new product adoption

Gavin Jiayun Wu, Zhenning “Jimmy” Xu, Saeed Tajdini, Jie Zhang, Lei Song

To unlock social media’s value, this study aims to integrate insights from several theoretical perspectives and the relevant literature, developing an extended social media…


Challenges to masculinity in a feminized digital space: Men as autonomous online agents on Pinterest

David E. Williams, Elly-Jean Nielsen, Melanie A. Morrison, Todd G. Morrison

This study aims to explore the perceptions and reactions of men, who participate in a female-dominated online consumption space. It looked at the process of men, (re)negotiating…

Exploring social media addiction among student Millennials

Stacy Grau, Susan Kleiser, Laura Bright

The purpose of this paper is to explore the phenomenon of social media addiction among student Millennials. The authors use the consumption continuum as a theoretical framework.


Firm-level perspectives on social media engagement: an exploratory study

William Hallock, Anne L. Roggeveen, Victoria Crittenden

This paper aims to develop a richer, more complete understanding of how firms define and consider customer engagement on social networks. The research builds from the theoretical…

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  • Dr Fiona Spotswood