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Keywords: Market shaping
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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (2): 319–336.
Published: 01 February 2024
...Jeffrey Wiebe Purpose The purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms. Design/methodology/approach This study uses a combination of archival, netnographic and interview methods to examine how consumers responded...
