Template-type: ReDIF-Article 1.0 Author-Name: Maria Vernuccio Title: What is happening to the brand? Abstract: Classification-JEL: Keywords: Note: Pages:7-13 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62810&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004001 Number: 1 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62810 Template-type: ReDIF-Article 1.0 Author-Name: Annamaria Tuan Author-Name: Sebastiano Grandi Title: Emerging trends in qualitative research. A focus on Social Media Abstract: Qualitative research has undergone transformative changes. Traditionally, qualitative data was gained through interviews, focus groups or documents in what was widely considered to be an expensive and time consuming process. Thanks to the evolution of technology - and the emergence of social media and mobile in particular - the qualitative research is fundamentally changing. In this Special Issue, we will explore the evolving and changing environment in the qualitative research domain from three different aspects: data sources, data collection and data analysis. We will also investigate hurdles and challenges related to the development of the discipline. In particular, we question about the ethical behaviour in the data collection and analysis and we will also provide implications from a research, teaching and managerial point of view. Classification-JEL: Keywords: Note: Pages:17-26 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62811&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004002 Number: 2 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62811 Template-type: ReDIF-Article 1.0 Author-Name: Ksenia Silchenko Title: The other "meta" of meta-analysis: Qualitative and text-based approaches to "analysis of analyses" in marketing Abstract: In the exponential growth of scientific publication output and the growing maturity of the marketing discipline, doing literature and research reviews has become more than just a research convention, but rather a proper form of research. However, despite increasing attention and the number of published guides and handbooks, review methodologies tend to evolve in the direction of statistical meta-analyses, thus not only neglecting the knowledge-advancing potential of qualitative work, but also contributing to the widening of the qualitative-quantitative divide. By bringing attention to qualitative review methodologies and introducing a categorization of "meta" approaches informed by the insights from the sociology of knowledge, this critical review paper suggests that a stronger focus on text-based methods applied to the analysis of (marketing) literature can enrich (marketing) research, both in terms of methodologies and new knowledge generation. Classification-JEL: Keywords: Note: Pages:27-45 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62812&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004003 Number: 3 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62812 Template-type: ReDIF-Article 1.0 Author-Name: Francesca Negri Title: A (Social Media) picture is worth a thousand words Abstract: A large amount of UGCs shared by people on the Internet and on Social Media consists of photos, images and pictures. New forms of qualitative data continually emerge (Creswell, 2009), many of these today come from the Social Media context. The paper tries to transfer Content Analysis method from text to visual content (images and pictures), focussing on UGCs one. This paper would contribute to the existing literature modelling a specific new protocol to analyse UGC photos, images and pictures deriving from Social Media. In this process, the automated vs. human coding is also considered, with a review of innovative collecting methods. Classification-JEL: Keywords: Note: Pages:47-64 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62813&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004004 Number: 4 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62813 Template-type: ReDIF-Article 1.0 Author-Name: Ludovica Moi Author-Name: Moreno Frau Author-Name: Francesca Cabiddu Title: Exploring the Role of NVivo Software in Marketing Research Abstract: There is a growing interest in using software for qualitative data analysis to better manage the huge amount of digital data generated by online communities. This paper performs an exploratory single case study focusing on the Facebook page of a mobile phone industry firm to explore, using the NVivo software, customer-tocustomer (C2C) interactions in the area of consumer brand engagement within an online setting. In an attempt to deepen the potential of using NVivo for qualitative research in social media domain, the authors suggest that this study will provide a useful overview for managers, decision makers, and researchers to understand how to investigate online phenomena like consumer brand engagement with more innovative tools. Classification-JEL: Keywords: Note: Pages:65-86 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62814&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004005 Number: 5 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62814 Template-type: ReDIF-Article 1.0 Author-Name: Ilenia Confente Author-Name: Ivan Russo Title: Qualitative Comparative Analysis (QCA): A useful methodological tool for research in the social sciences. An example from the online word-of-mouth context Abstract: This study applies the QCA method to the context of the word-of-mouth (WOM) generation process and related motivations. The purpose is to investigate the behaviour of Generation Y in the online context, particularly regarding the activity of WOM about travel/hotels and hospitality experiences. A survey was completed by respondents with questions related to the main reasons for posting comments about travel experiences, summarised into five main motivations. Our main contribution is to provide an application of QCA and its relevance in the social media context. Results reveal that different ?recipes? of antecedents lead to share the tourism experience in the online context, deriving from a combination of the presence or the absence of these motivations to generate WOM. Classification-JEL: Keywords: Note: Pages:87-108 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62815&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004006 Number: 6 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62815 Template-type: ReDIF-Article 1.0 Author-Name: Silvia Biraghi Author-Name: Rossella Chiara Gambetti Title: How to use digital diaries in data collection to engage networked consumers Abstract: Diaries have a long-standing tradition in consumer research as a data collection tool. In this paper we reboot and update this tradition by elaborating how diaries in the form of digitally constructed artifacts using smart and mobile technologies can be adopted to complement research projects conducted in networked settings. We frame our methodological contributions by building on the concept of networked sociality, an emerging form of people connectivity that is the result of the intertwinement of digital media and their related communicative modes. Classification-JEL: Keywords: Note: Pages:109-127 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62816&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Roberta De Michele Author-Name: Gianluca Marchi Title: Influencer identification and selection on social networking sites: An analysis on Instagram Abstract: The birth and diffusion of social media has changed the way firms engage their customers and develop marketing strategies. This phenomenon has received a great deal of attention from academics and practitioners interested in influencer marketing. This article contributes to the subject by exploring how various influencers act on Instagram and proposing different approaches for identifying and selecting influencers. It further discusses the relationships between different types of influencers, influencers? selection variables and firms? brand strategy before concluding with insights for practitioners. Classification-JEL: Keywords: Note: Pages:129-153 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62817&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004008 Number: 8 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62817 Template-type: ReDIF-Article 1.0 Author-Name: A cura della Redazione Title: Book reviews Abstract: Classification-JEL: Keywords: Note: Pages:157-159 Volume: 2018/4 Year: 2018 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62818&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-004009 Number: 9