Exploring the Role of NVivo Software in Marketing Research

There is a growing interest in using software for qualitative data analysis to better manage the huge amount of digital data generated by online communities. This paper performs an exploratory single case study focusing on the Facebook page of a mobile phone industry firm to explore, using the NVivo software, customer-tocustomer (C2C) interactions in the area of consumer brand engagement within an online setting. In an attempt to deepen the potential of using NVivo for qualitative research in social media domain, the authors suggest that this study will provide a useful overview for managers, decision makers, and researchers to understand how to investigate online phenomena like consumer brand engagement with more innovative tools.