Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Qualitative insights for digital marketing

Qualitative insights for digital marketing

Qualitative insights for digital marketing
Marcia Christina Ferreira Daiane Scaraboto

Introduction

Qualitative research has often been referred to as ‘a craft’ (Kvale & Brinkmann, 2009; Seale, 1999), in reference to how it requires the researcher's involvement in creating by hand (i.e., not in an automated way) an inquiry and generating insights about a phenomenon. As craft, qualitative research is not always fast, precise, or accurate. Craft requires patience, attention to detail, and a good deal of creativity. In fact, as Denzin and Lincoln (2008) note, the qualitative researcher can be seen as a bricoleur – someone who is able to work with whatever resources (strategies, tools, methods, data sources) they have at ...

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