..., as demonstrated in the authors’ first study, but does not go beyond that in explaining the why’s behind its use. In a second study, the authors used the means-end approach (MEC) complementarily to unearth the why’s of millennials’ use of Facebook. Design/methodology/approach The authors used a mixed-methods...

... and after product use. The authors also demonstrate how the resulting rich qualitative data can be combined with output from traditional survey research, to provide insight into the impact of satisfaction with package design on purchase intent. Design/methodology/approach A mixed‐methods approach...