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Keywords: Multi-method qualitative study
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (9-10): 1713–1738.
Published: 12 September 2017
... communities Depth-interviews Multi-method qualitative study Online forum observation Participant observation The growing popularity of consumption communities has caught the attention of marketers who are partnering with them for furthering business interests. LEGO taps into the Adult Fans of LEGO...
