Grounded theory methodology is a robust qualitative research approach that systematically generates theory from data. It employs an inductive process whereby researchers engage in iterative data ...
Since currently there is no established, unitary and shared theory on consumer–brand engagement (CBE), this exploratory study is aimed at inductively proposing a preliminary conceptual framework of ...
This is a preview. Log in through your library . Abstract Data-driven innovation (DDI) has attracted a lot of attention during recent years. Data is regarded as a key resource; the process of turning ...
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