Qualitative research practices are growing parallel to quantitative research applications as the market today has been largely influenced by intangible variables, which could be better researched through in-depth inquiries. Consumer behavior is continuously changing, and social media is playing a critical role in determining marketing decisions. Research in the areas of consumer behavior, grapevine effect of social media, and organizational culture can be well studied through qualitative methodology. Qualitative research has emerged today with an enhanced scope in business management in conjunction with the social media driven digital marketing, which is increasingly getting complex and multidimensional. The strength of qualitative research ...
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