Exploring the Role of NVivo Software in Marketing Research

Moi, Ludovica; Frau, Moreno; Cabiddu, Francesca

doi:10.3280/mc2018-004005

Cited by 6 publications

(6 citation statements)

References 50 publications

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“…The authors created a qualitative dataset by including the 8,789 negative comments detected in the seven peaks (see the fourth column of Table 2 for the comment distribution). Then, the authors uploaded the selected comments into NVivo 10 for thematic qualitative data analysis (Cabiddu et al, 2018). The qualitative analysis aims to associate the peaks with the appropriate problematic interaction (e.g.…”

Section: Discussionmentioning

confidence: 99%

How emotions impact the interactive value formation process during problematic social media interactions

Frau

Cabiddu²,

Frigau³

et al. 2023

JRIM

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PurposePrevious research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how emotions are correlated in problematic social media interactions and explore their role in IVF.Design/methodology/approachBy combining a text mining algorithm, nonparametric Spearman's rho and thematic qualitative analysis in an explanatory sequential mixed-method design, the authors (1) categorize customers' comments as positive, neutral or negative; (2) pinpoint peaks of negative comments; (3) classify problematic interactions as detrimental, contradictory or conflictual; (4) identify customers' main positive (joy, trust and surprise) and negative emotions (anger, dissatisfaction, disgust, fear and sadness) and (5) correlate these emotions.FindingsDespite several problematic social interactions, the same pattern of emotions appears but with different intensities. Additionally, value co-creation, value no-creation and value co-destruction co-occur in a context of problematic social interactions (peak of negative comments).Originality/valueThis study provides new insights into the effect of customers' emotions during IVF by studying the links between positive and negative emotions and their effects on different sorts of problematic social interactions.

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Section: Discussionmentioning

confidence: 99%

How emotions impact the interactive value formation process during problematic social media interactions

Frau

Cabiddu²,

Frigau³

et al. 2023

JRIM

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“…We collected secondary data from Spotahome's social networks and the official website (see Table 3). Multimedia contents shared on social networks and official website (i.e., posts, photos, and videos) were captured using NCapture, the browser application of NVivo (Moi et al 2018). To supplement our findings, we also analyzed archival documents (e.g., reports, press reviews).…”

Section: Data Collectionmentioning

confidence: 99%

Leading digital transformation through an Agile Marketing Capability: the case of Spotahome

Moi

Cabiddu

2020

J Manag Gov

Self Cite

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Scholars and practitioners both acknowledge that agility is crucial in leading a digital transformation effort. However, empirical and theoretical research on agile capabilities in an international digital marketing setting is severely lacking. Drawing on qualitative research design methods, this exploratory single-case study involving the international digital firm Spotahome provides an empirical and theoretical investigation of a new marketing capability we define as an Agile Marketing Capability. We identify its key theoretical dimensions and provide empirical guidelines to facilitate its implementation. This study has important implications for international marketing managers, suggesting what strategic actions are needed to deploy agile practices in their marketing strategies and processes from a practical perspective, in the context of an Agile Marketing Capability.

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“…We led data analyses in four rounds of coding with the support of NVivo 10 software (Cabiddu et al, 2018). We employed both inductive and deductive logic in data analysis.…”

Section: Discussionmentioning

confidence: 99%

Seeding innovation: the role of internal and external digital data in agri-food product innovation

Frau,

Keszey

2024

BFJ

Self Cite

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PurposeSince previous literature provides fragmented and conflicting results about the use of digital data for product innovation, the article aims to comprehensively explore and shed light on how agri-food firms utilise external and internal digital data sources when dealing with different product innovations, such as incremental, architecture and radical innovation.Design/methodology/approachThis paper adopts an exploratory multiple-case study and a theory-building process, focussing on the agri-food industry. We collected primary and secondary data from eight manufacturing companies.FindingsThe findings of this research show an empirical framework of six agri-food firms’ digital data utilisation behaviours: the supervisor, the passive supervisor, the developer, the passive developer, the pathfinder and the conjunction behaviour. These digital data utilisation behaviours vary according to a combination of data sources, such as internal data related to inside phenomenon measures (e.g. data generated by sensors installed in the production plan) or external data (e.g., market trends, overall sector sales), and innovation purposes.Practical implicationsThis article offers guiding principles that assist agri-food companies when utilising internal and external digital data sources for specific product innovation outcomes such as incremental, architectural and radical innovation.Originality/valueThe significance of external and internal data sources in stimulating product innovation has garnered substantial attention within academic discussions, highlighting the critical importance of analysing digital data for driving such innovation. Nonetheless, the predominant approach is to study a single innovation outcome through the lens of digital technology. In contrast, our study stands out by adopting a fundamental perspective on data sources, enabling a more nuanced explanation of the overall product innovation outcomes within the agri-food sector.

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Exploring the Role of NVivo Software in Marketing Research

Cited by 6 publications

References 50 publications

How emotions impact the interactive value formation process during problematic social media interactions

How emotions impact the interactive value formation process during problematic social media interactions

Leading digital transformation through an Agile Marketing Capability: the case of Spotahome

Seeding innovation: the role of internal and external digital data in agri-food product innovation

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