Figure 1
The figure consists of a hierarchical thematic network organized from top to bottom. At the top left, a double-bordered oval is labeled “A PRIORI THEMES: Keywords”, with a horizontal line extending to the right labeled with “Keyword hashtag 5”, “Keyword hashtag 7”, and “Keyword hashtag 8”. Below this, a section bracketed on both sides is titled “Customers and the stages of the shopping journey” and contains four categories arranged horizontally: “Stages 1 - 4”, “Customers at Stage 5”, “Customers at Stage 7”, and “Customers at Stage 8”. A vertical downward arrow begins from “Keyword hashtag 5” and leads to “Customers at Stage 5”, a vertical downward arrow begins from “Keyword hashtag 7” and leads to “Customers at Stage 7”, and a vertical downward arrow begins from “Keyword hashtag 8” and leads to “Customers at Stage 8”. Below this section, a double-bordered oval on the left is labeled “CODE: Customer Clicks”. This aligns with three boxes on the right labeled from left to right “High”, “Medium”, and “Low”. A vertical downward arrow connects “Customers at Stage 5” to the “High” box, “Customers at Stage 7” to the “Medium” box, and “Customers at Stage 8” to the “Low” box. Further down, a double-bordered oval on the left is labeled “CODE: Impression” with one red upward arrow and one black downward arrow. To the far right of this section, a double-bordered oval is labeled “CODE: Positioning” with four labels vertically stacked from top to bottom as “P 1”, “P 2”, “P 3”, and “P 4”. Six vertical upward arrows are aligned with these “P” labels across the columns as follows: Under the “High” click box, there is one black upward arrow aligned with “P 1”. Under the “Medium” click box, there are two black upward arrows: one aligned with “P 3” and one aligned with “P 4”. Under the “Low” click box, there are three red upward arrows vertically stacked and aligned with “P 2”, “P 3”, and “P 4”. No arrows are aligned with the “P 1” label. At the bottom, a double-bordered oval on the left is labeled “CODE: Promotional Messages”. This section contains two rows. The first row is labeled “Ad Headlines” and contains three columns: “Delivery (example, online service offered on the weekend)”, “Target (example, professionals); Content (example, world-changing impact)”, and “Time-length (example, a 24-month service)”. The second row is labeled “Ad Description” and contains three columns, each containing the text: “Growth (example, boost confidence and problem-solving skills; Credibility (example, prestigious); time-length (example, a 24-month service)”.Thematic network: Identification of a priori themes, codes and clusters