.../methodology/approach Drawing upon the grounded theory approach, in-depth interviews and analysis on the basis of theoretical saturation were conducted. Enumerators, trained to perform interviews, the transcription and content analysis, sampled 120 Malaysian consumers in the first phase and 40 in the second...

... by the current research. This study adopts a grounded theory approach that provides a depth of understanding when little is known about a phenomenon (Celsi et al., 1993). As mentioned, although consumers with pre-existing negative mood states are pervasive, this research area may have been...

... Publishing Limited Licensed re-use rights only Jeffrey Foreman is the corresponding author and can be contacted at: foremanjr@appstate.edu Social network Social media Contagion Grounded theory Eating disorders Body image According to the Center for Disease Control and Prevention...