From crave to fade: modelling perceived novelty, perceived saturation and engagement in viral street food trends among digital-native young consumers
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PurposeThe digital era contributes significantly to the rapid growth of the street food sector. However, it also brings about food poisoning risks as the street food vendors are busy inventing frivolous food trends. This...
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Philosophy of science and research paradigm for business research in the transformative age of automation, digitalization, hyperconnectivity, obligations, globalization and sustainability
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PurposeThis article aims to explain the role of philosophical anchors and research paradigms in business research, and how they can be extrapolated in the transformative era of automation, digitalization, hyperconnectivi...
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Why we buy, how we feel: applying phenomenology to consumer research
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PurposeThis research explores how phenomenology can enrich consumer research as a philosophical and methodological approach by illuminating the emotional, symbolic and experiential dimensions of consumer behavior that ar...
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From photos to feedback: application of Photovoice on hotel guest experience research
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PurposeThis study explores Photovoice as a participatory visual research method to capture hotel guest experiences. Traditional surveys and interviews often fail to reflect emotional and sensory nuances. expectancy-disco...
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