.... Originality/value This study provides novel insights into how service attributes function in competitive and non-competitive OFD markets. It also demonstrates the effectiveness of netnography in capturing detailed customer perceptions. The findings offer practical guidance for OFD providers seeking...

... arts (Kerrison et al., 2017). Asif Muhammad can be contacted at: asifaiwan@outlook.com 16 01 2024 13 06 2024 06 09 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Netnography NVivo Hashtags Culinary...

... for organic food. Also, no research has addressed this issue through an unobtrusive data collection method. Therefore, this netnography-based qualitative study explores the deontological and teleological ethical motives for organic food consumption through the lens of Hunt and Vitell's general theory...

... communication strategies to enhance the consumers' brand experience. Design/methodology/approach The authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures...

... to follow. The “five goals” are (Fairtrade Foundation, 2002) as follows: Consumer movements Sustainable certifications Sustainable labels Voluntary sustainability standards Sustainable community movement organisations Fairtrade Towns Netnography Consumer activism As consumerist culture...