... Qualitative netnography was used to analyze FIRE-related discussions by FIRE-specific online communities. The findings were triangulated using inputs from in-depth interviews with 13 financial advisors. Findings Using conservation of resources as a theoretical lens, two factors were found...

... 07 2022 13 11 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Immigrant consumer acculturation Social media Wellbeing Netnography Hermeneutics Given the growth in international migration in recent decades, a large...

...: netnography and semistructured interviews. Three main communities and 20 semistructured interviews with hybrid consumers were performed to fully understand new levels of consumers’ bipolarity. Thematic analysis was used to identify groups representing different facets of new hybridity. Similarity index and co...

... in the form of netnography (i.e. ethnography adapted to the study of online communities). Findings On the product level, consumers experience multiple conflicts and negotiations of meaning related to the use of the product. These findings are reproduced on the brand level, where members of the brand...