Table A1 The interview guide What do we... | Emerald Publishing

Table A1

The interview guide

	What do we want to know?	How to ask?
1. Online behaviours	Internet Usage (How often, how much time spend, activities, reasons to use, etc.) Social Media Usage	What is your daily Internet usage routine?
		How often do you access the Internet?
		What do you search/look for online? And why?
		What social media sites do you use?
2. Content marketing	The understanding of contents, purpose, and influence (online to offline?) Content Typology ➢ Format: video, infographic, reviews, articles, etc. ➢ Types: promotional, organisational, relational contents	When thinking about online content, you think of … … … … … … … … … … … … … … … … …
		How do you normally find information online about products/services? ➢ With what intentions? ➢ What category of products/services do you usually search the most? ➢ How does it influence your thoughts or actions? ➢ Does it influence your actions offline/physically?
		What types and formats of content from the brand do you prefer? And why? (Give examples of each type and format)
3. Online consumer engagement	How they engage (like, share, comment, subscribe or follow) Reasons for engagement and which content types they feel more engaged (multimedia/stats/video/etc.)	Now, let’s think about any brands you are usually in contact with online ➢ Please explain the interaction process that you have with the brands
4. Online brand advocacy (OBA)	Favourite brand in contact and belonged to online community Being an advocate for brands	How do you get new updates from the brands?
		How did the content you obtained influence your thoughts or actions?
		Have you belonged to brand online communities? And why did you join them? ➢ On which platforms did you join their communities? ➢ Have you recommended these brands to other online users? ➢ Do you consider yourself a loyal consumer? Specify on a scale from 0 to 10
		In your opinion, being an advocate of a brand is … … … … … … … … … … … … …

	What do we want to know?	How to ask?
1. Online behaviours	Internet Usage (How often, how much time spend, activities, reasons to use, etc.) Social Media Usage	What is your daily Internet usage routine?
		How often do you access the Internet?
		What do you search/look for online? And why?
		What social media sites do you use?
2. Content marketing	The understanding of contents, purpose, and influence (online to offline?) Content Typology ➢ Format: video, infographic, reviews, articles, etc. ➢ Types: promotional, organisational, relational contents	When thinking about online content, you think of … … … … … … … … … … … … … … … … …
		How do you normally find information online about products/services? ➢ With what intentions? ➢ What category of products/services do you usually search the most? ➢ How does it influence your thoughts or actions? ➢ Does it influence your actions offline/physically?
		What types and formats of content from the brand do you prefer? And why? (Give examples of each type and format)
3. Online consumer engagement	How they engage (like, share, comment, subscribe or follow) Reasons for engagement and which content types they feel more engaged (multimedia/stats/video/etc.)	Now, let’s think about any brands you are usually in contact with online ➢ Please explain the interaction process that you have with the brands
4. Online brand advocacy (OBA)	Favourite brand in contact and belonged to online community Being an advocate for brands	How do you get new updates from the brands?
		How did the content you obtained influence your thoughts or actions?
		Have you belonged to brand online communities? And why did you join them? ➢ On which platforms did you join their communities? ➢ Have you recommended these brands to other online users? ➢ Do you consider yourself a loyal consumer? Specify on a scale from 0 to 10
		In your opinion, being an advocate of a brand is … … … … … … … … … … … … …

Source(s): Authors’ own work