The Journal of the Italian Marketing Association

Issue 4, 2018 access_time 1 December 2018

What is happening to the brand? Free
Maria Vernuccio 

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Articles

Emerging trends in qualitative research. A focus in Social Media
Annamaria Tuan, Sebastiano Grandi

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The other "meta" of meta-analysis: Qualitative and text-based approaches to "analysis of analyses" in marketing
Ksenia Silchenko

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A (Social Media) picture is worth a thousand words

Francesca Negri

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Exploring the role of NVivo software in marketing research

Ludovica Moi, Moreno Frau, Francesca Cabiddu

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Qualitative Comparative Analysis (QCA): A useful methodological tools for research in social sciences. An example from the online word-of-mouth context

Ilenia Confente, Ivan Russo

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How to use digital diaries in data collection to engage networked consumers
Silvia Biraghi, Rossella Chiara Gambetti

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Influencer identification and selection on social networking sites: An analysis on Instagram
Roberta De Michele, Gianluca Marchi 

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Book Reviews Free 
Gennaro Iasevoli

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