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Journal Articles

Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms

Muhammad Naeem, Wilson Ozuem

Qualitative Market Research: An International Journal (2022) 25 (2): 181–204.

https://doi.org/10.1108/QMR-02-2021-0028

Published: 13 January 2022

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Journal Articles

The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic

Qualitative Market Research: An International Journal (2021) 24 (3): 281–301.

https://doi.org/10.1108/QMR-04-2020-0050

Published: 26 October 2020

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Journal Articles

Uncovering the role of social motivational factors as a tool for enhancing brand-related content

Qualitative Market Research: An International Journal (2020) 23 (2): 287–307.

https://doi.org/10.1108/QMR-10-2019-0121

Published: 05 May 2020

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