Exploring the Role of NVivo Software in Marketing Research

Journal title MERCATI & COMPETITIVITÀ
Author/s Ludovica Moi, Moreno Frau, Francesca Cabiddu
Publishing Year 2018 Issue 2018/4
Language English Pages 22 P. 65-86 File size 512 KB
DOI 10.3280/MC2018-004005
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

There is a growing interest in using software for qualitative data analysis to better manage the huge amount of digital data generated by online communities. This paper performs an exploratory single case study focusing on the Facebook page of a mobile phone industry firm to explore, using the NVivo software, customer-tocustomer (C2C) interactions in the area of consumer brand engagement within an online setting. In an attempt to deepen the potential of using NVivo for qualitative research in social media domain, the authors suggest that this study will provide a useful overview for managers, decision makers, and researchers to understand how to investigate online phenomena like consumer brand engagement with more innovative tools.

Keywords: Qualitative data sources, NVivo, NCapture, consumer brand engagement, social media.

  1. Addis M., Holbrook M.B. (2001). On the conceptual link between mass customization and experiential consumption: an explosion of subjectivity. Journal of Consumer Behaviour, 1: 50-66.
  2. AlYahmady H.H., Alabri S.S. (2013). Using NVivo for data analysis in qualitative research. International Interdisciplinary Journal of Education, 2: 181-186.
  3. Backlund F., Backlund F. (2017). A project perspective on doctoral studies-a student point of view. International Journal of Educational Management, 31: 908-921. DOI: 10.1108/IJEM-04-2016-0075
  4. Bazeley P., Jackson K. (2013). Qualitative data analysis with NVivo. Sage Publications Limited.
  5. Bolton R.N., Gustafsson A., Mccoll-Kennedy J.J., Sirianni N.K., and Tse D. (2014). Small details that make big differences: a radical approach to consumption experience as a firm’s differentiating strategy. Journal of Service Management, 25: 253-274. DOI: 10.1108/JOSM-01-2014-0034
  6. Bowden J.L.-H., Conduit J., Hollebeek L.D. and Solem B.A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27: 877-897. DOI: 10.1108/JSTP-04-2016-0072
  7. Braun C., Batt V., Bruhn M. and Hadwich K. (2016). Differentiating customer engaging behavior by targeted benefits – an empirical study. Journal of Consumer Marketing, 33: 528-538. DOI: 10.1108/JCM-02-2016-1711
  8. Bringer J. D., Johnston L. H. and Brackenridge C.H. (2006). Using computer-assisted qualitative data analysis software to develop a grounded theory project. Field Methods, 18: 245-266. DOI: 10.1177/1525822X06287602
  9. Cabiddu F., De Carlo M. and Piccoli G. (2014). Social media affordances: Enabling customer engagement. Annals of Tourism Research, 48: 175-192.
  10. Camilleri J., Neuhofer B. (2017). Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management, 29: 2322-2340. DOI: 10.1108/IJCHM-09-2016-0492.
  11. Chandra Y., Shang L. (2017). An RQDA-based constructivist methodology for qualitative research. Qualitative Market Research: An International Journal, 20: 90-112. DOI: 10.1108/QMR-02-2016-0014
  12. Cho Y., Park J., Han S.J. and You J. (2017). How do South Korean female executives’ definitions of career success differ from those of male executives? European Journal of Training and Development, 41: 490-507. DOI: 10.1108/EJTD-12-2016-0093
  13. Crossley N. (2010). The social world of the network. Combining qualitative and quantitative elements in social network analysis. Sociologica, 4. DOI: 10.2383/32049
  14. Dessart L., Veloutsou C. and Morgan-Thomas A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24: 28-42. DOI: 10.1108/JPBM-06-2014-0635
  15. Du Plessis C. (2017). The role of content marketing in social media content communities. South African Journal of Information Management, 19: 1-7.
  16. Floreddu P. B., Cabiddu F. and Evaristo R. (2014). Inside your social media ring: How to optimize online corporate reputation. Business Horizons, 57: 737-745.
  17. Frau M., Cabiddu F. and Muscas F. (2018). When multiple actors’ online interactions lead to value co-destruction: an explorative case study. In: IGI Global. Diverse Methods in Customer Relationship Marketing and Management, pp. 163-180.
  18. Germonprez M., Hovorka D.S. (2013). Member engagement within digitally enabled social network communities: new methodological considerations. Information Systems Journal, 23: 525-549.
  19. Gummerus J., Liljander V., Weman E. and Pihlström M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35: 857-877. DOI: 10.1108/01409171211256578
  20. Hallier W.C., Nguyen B., Melewar T.C. and Dennis C. (2014). Corporate impression formation in online communities: a qualitative study. Qualitative Market Research: An International Journal, 17: 410-440. DOI: 10.1108/QMR-07-2013-0049
  21. Hollebeek L.D., Glynn M.S. and Brodie R.J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28: 149-165.
  22. Kamboj S., Rahman Z. (2017). Understanding customer participation in online brand communities: Literature review and future research agenda. Qualitative Market Research: An International Journal, 20: 306-334. DOI: 10.1108/QMR-08-2016-0069
  23. Kim D.H., Spiller L. and Hettche M. (2015). Analyzing media types and content orientations in Facebook for global brands. Journal of Research in Interactive Marketing, 9: 4-30. DOI: 10.1108/JRIM-05-2014-0023
  24. Kozinets R.V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39: 61-72.
  25. Levina N., Arriaga M. (2014). Distinction and status production on user-generated content platforms: Using Bourdieu’s theory of cultural production to understand social dynamics in online fields. Information Systems Research, 25: 468-488.
  26. Li W. (2010). Virtual knowledge sharing in a cross-cultural context. Journal of Knowledge Management, 14: 38-50.
  27. Maˇciulien˙ e M., Skarˇ zauskien˙ e A. (2016). Emergence of collective intelligence in online communities. Journal of Business Research, 69: 1718-1724.
  28. Maxwell J.A. (1992). Understanding and Validity in Qualitative Research. Harvard Educational Review, 62: 279-300.
  29. McKenna B., Myers M.D. and Newman M. (2017). Social media in qualitative research: Challenges and recommendations. Information and Organization, 27: 87-99.
  30. Moi L., Cannas R., Cabiddu F. and Frau M. (2017). Capturing emotions and experiences through customer engagement to enhance value co-creation: the Ichnusa on-line brand community’s. In: Sinergie-Sima conference “Value co-creation: management challenges for business and society”, Naple, Italy, 15-16 Jun.
  31. Moore R., Moore M.L. and Capella M. (2005). The impact of customer-to-customer interactions in a high personal contact service setting. Journal of Services Marketing, 19: 482-491. DOI: 10.1108/08876040510625981
  32. Munzel A., Kunz W. (2014). Creators, multipliers, and lurkers: who contributes and who benefits at online review sites. Journal of Service Management, 25: 49-74. DOI: 10.1108/JOSM-04-2013-0115
  33. Murthy D. (2008). Digital ethnography: An examination of the use of new technologies for social research. Sociology, 42: 837-855. DOI: 10.1177/0038038508094565
  34. Ranfagni S., Guercini S. and Crawford C.B. (2014). An interdisciplinary method for brand association research. Management Decision, 52: 724-736. DOI: 10.1108/MD-04-2012-0284
  35. Ransbotham S., Kane G.C. (2011). Membership turnover and collaboration success in online communities: Explaining rises and falls from grace in Wikipedia. Mis Quarterly, 613-627. DOI: 10.2307/23042799
  36. Richards L. (1999). Using NVivo in qualitative research. Sage.
  37. Saldaña J. (2009). An introduction to codes and coding. The Coding Manual for Qualitative Researchers, 1-31.
  38. Sinkovics N. (2016). Enhancing the foundations for theorising through bibliometric mapping. International Marketing Review, 33: 327-350. DOI: 10.1108/IMR-10-2014-0341
  39. Sinkovics R.R., and Alfoldi E.A. (2012). Progressive focusing and trustworthiness in qualitative research. Management International Review, 52: 817-845.
  40. Smaliukiene R., Chi-Shiun L. and Sizovaite I. (2015). Consumer value co-creation in online business: the case of global travel services. Journal of Business Economics and Management, 16: 325-339. DOI: 10.3846/16111699.2014.985251
  41. Tafesse W. (2016). An experiential model of consumer engagement in social media. Journal of Product & Brand Management, 25: 424-434. DOI: 10.1108/JPBM-05-2015-0879
  42. Tomazelli J., Broilo P.L., Espartel L.B. and Basso K. (2017). The effects of store environment elements on customer-to-customer interactions involving older shoppers. Journal of Services Marketing, 31: 339-350. DOI: 10.1108/JSM-05-2016-0200
  43. Torres E.N. (2017). Online-to-offline interactions and online community life cycles: a longitudinal study of shared leisure activities. Leisure Sciences, 1-19. DOI: 10.1080/01490400.2017.1392913.
  44. Uhrich S. (2014). Exploring customer-to-customer value co-creation platforms and practices in team sports. European Sports Management Quarterly, 14: 25-49. DOI: 10.1080/16184742.2013.865248
  45. Vaast E., Davidson E.J. and Mattson T. (2013). Talking about technology: the emergence of a new actor category through new media. Mis Quarterly, 37: 1069-1092.
  46. Vaast E., Levina N. (2015). Speaking as one, but not speaking up: Dealing with new moral taint in an occupational online community. Information and Organization, 25: 73-98.
  47. Van Dijck J. (2013). The culture of connectivity: A critical history of social media. Oxford University Press.
  48. Whelan E., Teigland R., Vaast E. and Butler B. (2016). Expanding the horizons of digital social networks: Mixing big trace datasets with qualitative approaches. Information and Organization, 26: 1-12.
  49. Wong L.P. (2008). Data analysis in qualitative research: A brief guide to using NVivo. Malaysian Family Physician: The Official Journal of the Academy of Family Physicians of Malaysia, 3: 14.
  50. Woods M., Paulus T., Atkins D.P. and Macklin R. (2016). Advancing qualitative research using qualitative data analysis software (QDAS)? Reviewing potential versus practice in published studies using ATLAS. ti and NVivo, 1994-2013.
  51. Social Science Computer Review, 34: 597-617. DOI: 10.1177/0894439315596311
  52. Xu Y., Yap S.F.C. and Hyde K.F. (2016). Who is talking, who is listening? Service recovery through online customer-to-customer interactions. Marketing Intelligence and Planning, 34: 421-443. DOI: 10.1108/MIP-03-2015-0053
  53. Zaglia M.E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66: 216-223.

  • Leading digital transformation through an Agile Marketing Capability: the case of Spotahome Ludovica Moi, Francesca Cabiddu, in Journal of Management and Governance /2021 pp.1145
    DOI: 10.1007/s10997-020-09534-w
  • The Palgrave Handbook of Interactive Marketing Moreno Frau, Luca Frigau, Francesca Cabiddu, Francesco Mola, pp.987 (ISBN:978-3-031-14960-3)
  • Seeding innovation: the role of internal and external digital data in agri-food product innovation Moreno Frau, Tamara Keszey, in British Food Journal /2024 pp.286
    DOI: 10.1108/BFJ-08-2023-0687

Ludovica Moi, Moreno Frau, Francesca Cabiddu, Exploring the Role of NVivo Software in Marketing Research in "MERCATI & COMPETITIVITÀ" 4/2018, pp 65-86, DOI: 10.3280/MC2018-004005