Hello everyone. I am going to write my research proposal on the topic of influencer marketing. I will use the mix-method to study social media influencers and their followers' travel intentions. I want some recommendations as part of my qualitative method. How to apply the qualitative method to understanding the relationship between social media influencers and their followers, or any paper or some theoretical recommendation. Thank you
You can use the usual type of theoretical models, for example TAM, and then then simple apply your qualitative data (i.e. themes and categories) to the applicable constructs! You can refer the example below as a very simplistic illustration, but can make it much more complex depending on the depth of your data:Article Exploring the impact of student developed marketing communic...
You can, for instance, conduct a content analysis of the audio-visual material produced by the influencer and of the feedback given by the followers.
A lot depends on your mixed methods research design. In particular, what is the purpose that your qualitative study will serve within the overall project?
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