“…However, recent trends show that qualitative methods are gaining ground in marketing research. The rise of qualitative methods has been attributed to their usefulness in dealing with big data and data mining (Maeda, Caskurlu, Kozan, & Kenney, 2023;Sabnis & Wolgemuth, 2023;Petrescu & Lauer, 2017). With the growth of online consumer communications and consumer conversations on social media platforms such as blogs, Facebook, Twitter, and Instagram as data sources, qualitative methods have become essential for marketing practitioners and researchers .…”