Patchworking Research Paradigms to Investigate the Brand in Virtual Spaces

Ranfagni, S., Rosati, M. and Veloutsou, C. (2023) Patchworking Research Paradigms to Investigate the Brand in Virtual Spaces. In: XX SIM Conference, Florence, Italy, 20-21 October 2023,

Abstract

The evolution of social contexts has generated new challenges and opportunities in scientific research. Brands operate in real an virtual contexts and, as focal objects of research, can be analyzed in any of theses contexts. This paper aims to explore research paradigms (positivism and interpretivism) in the field of online brand analysis where textual and visual methods are more frequently used. In an era where research techniques are changing rapidly together with the role of researchers, this paper opens to the interrogative on the significance traditional research paradigms assume as used in the current brand research.

• Item Type: Conference Proceedings
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra
• Authors: Ranfagni, S., Rosati, M., and Veloutsou, C.
• College/School: College of Social Sciences > Adam Smith Business School > Management

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