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ToolsDenegri-Knott, J., 2026. Digitalisation of qualitative marketing and consumer research. Marketing Theory. (In Press)
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DOI: 10.1177/14705931261430781
Abstract
In this commentary, I provide a succinct overview of the ongoing digitalisation of qualitative research in marketing and consumer research, reflecting on implications for theoretical advancements and qualitative practice. Key issues arise from the growing use of AI systems, which I argue are not always consistent with qualitative research principles. To address these challenges postphenomenology, the sociology of AI, and human-centred AI are presented and then applied to outline key questions that demand our pressing attention.
| Item Type: | Article |
|---|---|
| ISSN: | 1470-5931 |
| Uncontrolled Keywords: | AI; postphenomenology; interpretivism; sociology of AI; qualitative research; human-centred AI; digitalisation |
| Group: | Faculty of Media, Science and Technology |
| ID Code: | 41928 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 15 Apr 2026 13:14 |
| Last Modified: | 15 Apr 2026 13:14 |
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