Combined netnography and grounded theory method in qualitative research to explore consumer boycott behavior model
Abstract
Grounded on cognitive – emotions theory and using netnography methods combined with grounded theory in qualitative research, this article expand and explore the boycott bahavior model. Findings explore 12 emerged categories from qualitative data; 6 new categories include “boycott calls”, “disgust”, “apathy”, “contemporary relationship animosity beliefs”, “historical relationship animosity beliefs” and “patriotism”
điểm /
đánh giá
Published
2016-04-12
Issue
Section
ARTILES
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