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The Role of Qualitative Research in Current Digital Social Media: Issues and Aspects— An Introduction
Author(s) -
Gonçalves Helena Martins,
ReyMartí Andrea,
RoigTierno Norat,
Miles Morgan P.
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20935
Subject(s) - social media , promotion (chess) , qualitative research , public relations , psychology , digital media , sociology , political science , social science , politics , law
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.