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Keywords: Laddering technique
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Journal Articles
The depth of brand engagement funnel: dimensionalizing interaction in social media brand communities
Qualitative Market Research: An International Journal (2021) 24 (2): 200–220.
Published: 21 July 2020
... of the laddering technique with the aid of the computer-aided qualitative discourse analytic CAQDAS software atlas.ti. Findings The bulk of user-generated content (UGC) in the scrutinized brand initiated thematic threads were found to be relevant, albeit negatively valenced or lacking in relevance altogether...
