نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، واحدخرم آباد، دانشگاه آزاد اسلامی، خرم آباد، ایران
2 گروه مدیریت بازرگانی، واحدخرم آباد، دانشگاه آزاد اسلامی، خرم آباد، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
Recent changes in consumer behavior and advancements in communication technologies have given rise to the concept of consumer activism, which indicates that today’s consumers play an active role in the market, can influence purchasing decisions and brand policies, and act as effective players in the consumption environment. The present study is designed based on a mixed-method approach, utilizing both qualitative and quantitative methods. This study falls within the deductive-inductive paradigm and is applied in terms of purpose, while being classified as exploratory research. The statistical population of the study consists of Digikala consumers in the city of Khorramabad. Sampling was conducted randomly, and based on the principle of theoretical saturation, 20 individuals were selected as the sample members. For data analysis in the qualitative section, content analysis and coding methods were employed using Maxqda software.For data analysis in the qualitative section, content analysis and coding methods were employed using Maxqda software.
کلیدواژهها English
