Keywords: Qualitative analysis
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Journal Articles

A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective

Muhammad Arsalan Nazir, Hadia Rizwan, Xiaoxian Zhu
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2025) 28 (1): 178–204.
https://doi.org/10.1108/QMR-10-2023-0143
Published: 15 November 2024
.../by/4.0/legalcode Social media marketing SMEs TOE framework Adoption factors/challenges Digital innovation Qualitative analysis Undoubtedly, the utilization of social media has surged in the past decade, altering how individuals connect and access pertinent information (Voramontri...
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Journal Articles

Managing omni-customer brand experience via augmented reality: A qualitative investigation in the Italian fashion retailing system

Maria Teresa Cuomo, Debora Tortora, Giuseppe Festa, Francesca Ceruti, Gerardino Metallo
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2020) 23 (3): 427–445.
https://doi.org/10.1108/QMR-11-2017-0142
Published: 25 February 2020
... at: mcuomo@unisa.it 08 11 2017 12 09 2018 17 09 2018 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Augmented reality Qualitative analysis In-store brand smart settings Omni-customer approach In the light of a total retail...
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