Economics, Law and Management - Research article
Combined netnography and grounded theory method in qualitative Research to explore consumer boycott behavior model
- International University, VNU – HCM
- University of Economics Ho Chi Minh City
Published:
2015-12-30
Abstract
Grounded on cognitive – emotions theory and using netnography methods combined with grounded theory in qualitative research, this article expand and explore the boycott bahavior model. Findings explore 12 emerged categories from qualitative data; 6 new categories include “boycott calls”, “disgust”, “apathy”, “contemporary relationship animosity beliefs”, “historical relationship animosity beliefs” and “patriotism”