Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data
(2017)
Book
Mogaji, E., & Farinloye, T. (2017). Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data. Taylor & Francis (Routledge). https://doi.org/10.4324/9781315563312-15
This chapter identifies that social media are changing the manner in which brands and consumers relate to one another. Customers are co-creating value and meaning with brands, generating data which can be qualitatively analysed to further enhance our... Read More about Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data.