Qualitative Research Approach Research Articles

Anti-unmanned aerial vehicle detection system for airports: aviation and national security perspective

Unmanned Aerial Vehicles gained significant popularity in the last decade as demonstrated by their wide usage in various fields. From around the year 2001, the usage of unmanned aerial vehicles’ technology was mainly confined to law enforcement agencies such as the military, police, and customs. In the contemporary, terrorists have also been observed to be using unmanned aerial vehicles to attack aviation facilities. The current paper examines the levels of vulnerability of the Namibian airports to possible intrusion and attack from unmanned aerial vehicles, a situation that could pose a serious threat to aviation and national security. Adopting a qualitative research approach, the study made use of a questionnaire and semi-structured interview guide to collect primary data from the participants. Microsoft Excel was used to analyse the data. The study establishes that Namibian airports are prone to attacks from unmanned aerial vehicles as there are no anti-unmanned aerial vehicle detection systems installed at all airports in the country. Thus, there is clear evidence that the Namibia Civil Aviation Authority and the Namibian Airport Company’s regulations and policies on aviation safety and security did not prioritise the installation of anti-unmanned aerial vehicle detection systems at all airports in Namibia. The paper suggests that, in order to enhance aviation safety and security, a joint civil/military Information Technology Unit, responsible for spoofing, detection, and the monitoring of illicit unmanned aerial vehicle operations should be set up and operations activated at all airports and other public infrastructures in Namibia.

In-service training for improving the quality of English language teaching in Zanzibar’s secondary schools

Purpose The purpose of this study is to evaluate an in-service training (INSET) programme for improving the quality of English language teaching in Zanzibar’s secondary schools. Specifically, there were two objectives: i) to explore the teachers’ views on the zanzibar improvement students prospect (ZISP) training programme in improving the English language teaching techniques in secondary schools in Zanzibar and ii) to find out the organisational support provided to teachers when they are using the skills and knowledge acquired from the ZISP teaching programme. Design/methodology/approach The study used a qualitative research approach, particularly the case-study design. It used interviews to collect qualitative data that was analysed thematically. Twelve English language teachers from seven secondary schools who had benefited from the ZISP teaching programme and five headmasters from five schools participated in the study as respondents. Findings The study found that the ZISP training programme equipped teachers with pedagogical skills useful for preparing lessons and materials, using technology in teaching and providing timely feedback to students. In terms of support, teachers receive materials and motivation from various organisations. Research limitations/implications This study focused on ordinary teachers and headmasters. Nevertheless, other studies could use classroom observation, focus group discussion, document review or survey questionnaire to evaluate the impact of the programme and look at how the skills obtained are used in the teaching and learning of the English language. In addition, this study involved 12 participants who were teachers and headmasters, respectively. Other studies could include students, their families, employers and non-teaching staff. This would provide a holistic view of how the stakeholders perceive the INSET programme. Originality/value The study contributes to the body of knowledge regarding the benefits and organisational support teachers receive after participating in the INSET training programme in Zanzibar. Thus, teachers need regular exposure to INSET so that they improve the quality of their teaching.

Patient medication management, understanding and adherence during the transition from hospital to outpatient care - a qualitative longitudinal study in polymorbid patients with type 2 diabetes

BackgroundContinuity of care is under great pressure during the transition from hospital to outpatient care. Medication changes during hospitalization may be poorly communicated and understood, compromising patient safety during the transition from hospital to home. The main aims of this study were to investigate the perspectives of patients with type 2 diabetes and multimorbidities on their medications from hospital discharge to outpatient care, and their healthcare journey through the outpatient healthcare system. In this article, we present the results focusing on patients’ perspectives of their medications from hospital to two months after discharge.MethodsPatients with type 2 diabetes, with at least two comorbidities and who returned home after discharge, were recruited during their hospitalization. A descriptive qualitative longitudinal research approach was adopted, with four in-depth semi-structured interviews per participant over a period of two months after discharge. Interviews were based on semi-structured guides, transcribed verbatim, and a thematic analysis was conducted.ResultsTwenty-one participants were included from October 2020 to July 2021. Seventy-five interviews were conducted. Three main themes were identified: (A) Medication management, (B) Medication understanding, and (C) Medication adherence, during three periods: (1) Hospitalization, (2) Care transition, and (3) Outpatient care. Participants had varying levels of need for medication information and involvement in medication management during hospitalization and in outpatient care. The transition from hospital to autonomous medication management was difficult for most participants, who quickly returned to their routines with some participants experiencing difficulties in medication adherence.ConclusionsThe transition from hospital to outpatient care is a challenging process during which discharged patients are vulnerable and are willing to take steps to better manage, understand, and adhere to their medications. The resulting tension between patients’ difficulties with their medications and lack of standardized healthcare support calls for interprofessional guidelines to better address patients’ needs, increase their safety, and standardize physicians’, pharmacists’, and nurses’ roles and responsibilities.

Planning Policies and Public Health in Kurdistan Region of Iraq (KRI) and Its Policies to Combat COVID-19 in Duhok City

Purpose: The Kurdistan region of Iraq had been affect by the covid pandemic like the rest of the part in the world and Duhok city specifically faced several problems as the city and health policy were not ready to ace the crises. It had a negative impact on the sustainability of health sector specifically the economic side. This study tries to identify the problems to achieve tan appropriate standard of good health among Kurdistan's general population, especially in the city of Duhok, to ensure more equitable access to health services throughout the country's social and geographic expansion, take into account poverty and to strive to get better treatment, understand the condition of the city of Duhok via COVID-19, and how the government deals with the medical system in this condition, protect and encourage the right to health care for individuals and create equality in the health care system for both genders, beliefs and positions. Methodology: Through conducting the qualitative research approach by using two types for collecting data ( Data Collection Methods) which are primary data and secondary data, primary data for collecting direct information from patients and IDPs and refugees to know their health conditions and whether they are satisfied or not for public health system, physicians as well to know their treatment to patients, and secondary data to gather information from health directorate in Duhok city, camp health administration and humanitarian health organizations to understand better the situation. Findings: The findings of the study indicates that the pandemic struck at a time when public faith in the government was low, the economy was damaged by lower oil sales income, protests were common across the country, and violent extremist acts were on the rise. COVID-19 has worsened long-standing and sometimes deep-seated political, economic, social, and security issues. The COVID-19 pandemic has resulted in a dramatic loss of human life around the world, posing an unprecedented challenge to public health, food systems, and the workplace. The pandemic's economic and social impact is devastating: tens of millions of people are at risk of falling into extreme poverty, while the number of undernourished people is currently estimated to be nearly 690 million, By the end of the year, the number could have risen to 132 million. Unique Contribution to Theory, Practice and Policy: Food security, public health, and employment and labor issues, particularly worker health and safety, all intersect during the COVID-19 crisis. However, in Azadi hospital we cannot talk to people because of virus, the risk of contracting COVID-19 via an infected person's feces appears to be low. The COVID-19 virus may cause intestinal infection and be found in feces, according to some data.

Promoting Older Adults’ Engagement in Disaster Recovery Through Supportive Relationships, Partnerships, and Collaboration: Perspectives of Social Work Practitioners and Human Service Professionals

AbstractShifting demographics—that is, the growing number of older adults in Canada and internationally—and intersecting climatic risks create a complex landscape of aging in place in disaster contexts. Some older adults are vulnerable due to their underlying health conditions and limited physical mobility. Yet they also exhibit resilience in a distinct manner, owing to their wealth of knowledge, wisdom, and ability to navigate adversities. This article elucidates potential avenues for promoting the involvement of older adults in disaster recovery efforts. Our intention is to recognize and foster older adult resilience and mitigate vulnerability by drawing upon insights from the study titled “In the Aftermath of the 2016 Alberta Wildfires: The Role of Social Work Practitioners and Human Service Professionals in Long-Term Disaster Recovery.” Employing a qualitative research approach, that study recruited 51 participants for semistructured interviews and focus groups. A thematic analysis of the collected data unveiled the pivotal roles played by social workers and human service practitioners in facilitating recovery from the 2016 wildfires in the research. Notably, three overarching themes emerged concerning the promotion of older adults’ involvement in disaster recovery: fostering supportive relationships, building partnerships and enhancing collaboration, and addressing ongoing challenges. These findings offer valuable insights into how social work practitioners and human service professionals can effectively facilitate the engagement of older adults in disaster recovery initiatives. This article emphasizes the significance of actively promoting the participation of older adults in disaster mitigation efforts, thereby fostering greater resilience within communities.

Mediation and the feasibility of aplication in contraventional processes of violence against women and members of the family nucleus in Ecuador

The Ecuadorian State maintains a legal system with a guarantees tint, which is why it protects the constitutional rights of the legal subjects that inhabit it. However, the Ecuadorian culture itself has been responsible for establishing inequalities, putting women in a situation of vulnerability, causing gender violence that, currently in Ecuador, has increased drastically. Through this research, we seek to analyze the way in which mediation as an alternative method of conflict resolution can help women who are victims of violence without having to exhaust judicial instances, which on many occasions becomes ineffective due to the very nature of these. criminal infractions, as well as due to the procedural congestion that exists within the Judicial Units Against Violence against Women and Members of the Family Nucleus. Through a qualitative research approach, which will allow observing the object of study to determine if it is appropriate and above all the feasibility of mediation as a tool for contravention procedures of violence against women or members of the family nucleus, in order to counteract this conflict quickly and effectively.

Review Paper - Recruitment and Selection Process at HDFC Bank

This research explores the complexities of the recruiting and selection process at HDFC Bank, a prominent financial organization in India. The main goal is to provide a thorough understanding of the techniques, processes, and difficulties associated with acquiring, evaluating, and selecting skilled individuals inside the bank. Data was collected using a mixed-methods approach that included qualitative and quantitative research approaches. The data was received from several sources, including HR professionals, existing workers, and relevant paperwork. The study emphasizes the significance of efficient recruiting and selection methods in preserving a competitive advantage in the banking industry. The analysis focuses on the congruence between HDFC Bank's recruiting tactics and its organizational goals, highlighting the significance of talent acquisition in propelling corporate performance and attaining long-term expansion. Moreover, the research investigates the use of technology and advanced approaches to make the recruiting process more efficient and improve the experience of candidates. The key results highlight the importance of cultural compatibility, alignment of talents, and inclusion of diversity in the selection process, demonstrating HDFC Bank's dedication to creating an inclusive work environment. In addition, the report highlights obstacles such as a shortage of skilled workers, growing competition, and changing market conditions, which compel the bank to constantly adjust and improve its recruiting methods. In summary, this study adds to the current understanding of recruiting and selection techniques in the banking industry. It provides valuable insights and suggestions for HR professionals and organizational leaders who want to improve their talent acquisition methods. The statement highlights the essential significance of recruiting and selection in influencing the achievement of an organization and promoting a culture of exceptional performance within HDFC Bank.

Ethnicity, culture and human development of Bangladesh’s tea workers

ABSTRACT This study sets out to investigate the human development situation of ethnic tea workers in Bangladesh against the underpinnings of human development theories by employing a qualitative research approach. We collected data for this study from people of diverse ethnic backgrounds and identities through in-depth interviews, focus group discussions, and direct observation. The study finds that human development of ethnic tea workers is extremely constrained by the lack of their freedom and adequate income, which is systematically created by the tea planters to serve their business interests. Tea workers’ social isolation from the mainstream Bangladeshi society, coupled with their traditional social life and poor socioeconomic conditions, also manufactured by the regulatory systems, remains the significant marker for the deterrent of their human development. Different traditional beliefs, rituals and practices of these ethic communities are also spotted as contributing factors for their poor human development situation, forcing them to sustain the legacy of working-class status of their predecessors and wind up in the tea plantations for generations.

Effectiveness of Environmental Leadership Indicators Based on Local Wisdom in Development Horticultural Agriculture in Ngada - Indonesia

This research delves into the pivotal role of farmer groups in driving the development of horticultural agriculture in Ngada Regency, Flores, Indonesia, under the leadership of their respective group chairmen who adopt an environmental leadership approach rooted in local wisdom, recognizing its significance in fostering effective agricultural development. Employing an interpretive phenomenological qualitative research approach, the study unravels the intricate dynamics of environmental leadership by delving into the lived experiences and perceptions of participants. Data collection involves diverse methods including observations, in-depth interviews, and focus group discussions (FGD) within horticultural farmer groups, highlighting nuances of their organizational structure and practices. Findings elucidate a spectrum of indicators emblematic of effective environmental leadership within the context of agricultural development, such as possessing an ecological vision, adeptness in motivating others, exemplifying leadership through personal conduct, effective communication skills, and a steadfast commitment to goal attainment, underscoring the interconnectedness between local wisdom, ecological stewardship, and leadership efficacy.

Impact of COVID-19 on Small Domestic and Inbound Travel Agencies and Tour Operators in West Bengal, India: Perspectives of Offline Owners-Managers

Purpose: This article delves into the mindset of small family business owners in tourism during the COVID-19 crisis, their strategies, and the barriers they faced in recovery. The study is particularly significant as it sheds light on the experiences of entrepreneurs in both urban and backward/rural areas of West Bengal, providing valuable insights for policymakers and professionals in the tourism and hospitality industry. Methodology: The qualitative research approach involved semi-structured interviews with thirteen family-owned tour operators or travel agency owners/managers. A fixed semi-structured questionnaire was used to explore their views on management operations during and after the crisis, allowing for open discussion and new insights. Principal Findings: The findings underscore the remarkable resilience of small family-operated tour operators and travel agencies. Despite facing multiple challenges, including threats of existence, the pressure of fixed costs, non-performing travel inventories, feeling unethical, uncertainty about the future, and feelings of loss of goodwill with lenders, these entrepreneurs have shown remarkable adaptability and determination. Originality: This research offers unique insights into the mindset of family business owners in the Indian context, particularly the urban-peripheral context. The study also highlights the gap between the government's measures and the needs of entrepreneurs in this post-COVID-19 era, providing a comprehensive understanding of the challenges and opportunities in the tourism industry.

The perceptions of first point of contact roles in primary care by pre-registration students of the allied health professions.

To develop a better understanding of the perceptions of first point of contact roles within primary care by pre-registration students of the Allied Health Professions (AHPs). General practice in the UK is under growing pressure from declining general practitioner (GP) numbers and increased service demand. The National Health Service (NHS) is attempting to mitigate this demand by making more effective use of its highly experienced workforce through the creation of first contact practitioners (FCPs). Working in primary care, FCPs are highly experienced AHPs with three or more years of relevant clinical experience. An abductive qualitative research approach underpinned by a descriptive phenomenological methodology was adopted. Thematic analysis was used to analyse the focus group transcripts. Twenty two final-year pre-registration AHP students participated in three focus groups. Two themes with sub-themes were identified: (1) Understanding of the role-pathway to the role; role clarity; and sources of knowledge. (2) Impact on service-positives and challenges. This study synthesised new findings from the previously unexplored FCP stakeholder of pre-registration AHP students. Participants generally understood the FCP's purpose of unburdening GPs and perceived the FCP model to contribute to the solution of rising clinical and financial pressures within the NHS, and primary care specifically. However, there was confusion regarding the scope of practice of an FCP. It is vital that the future workforce understand this role through effective education.

Problem resolution with business analytics: a task-technology fit perspective

PurposeThe study explores the extent to which business analytics can address business problems using the task-technology fit theory.Design/methodology/approachThe qualitative research approach of pattern matching was adopted for data analysis and 12 semi-structured interviews were conducted. Four propositions derived from the literature on task-technology fit are compared to emerging core themes from the empirical data.FindingsThe study establishes the relationships between various forms of fit, arguing that the iterative application of business analytics improves problem understanding and solutions, and contends that both under-fit and over-fit can be acceptable due to the increasing costs of achieving ideal fit and potential unaffected outcomes, respectively. The study demonstrates that managers should appreciate that there may be a distinction between those who create business analytics solutions and those who apply business analytics solutions to solve problems.Originality/valueExtant studies on business analytics have not focused on how the match between business analytics and tasks affects the level to which problems can be addressed that determines business value. This study enriches the literature on business analytics by linking business analytics and business value through problem resolution demonstrated by task-technology fit. To the authors’ knowledge, this study might be the first to apply pattern matching to study the fit between technology and tasks.

The suffering of students in physical education. Unsettling experiences and situational conditions

ABSTRACT Background The state of research on unsettling experiences of students in physical education can be characterized as fragmented. The available studies focus on select emotions (e.g. fear), specific forms of discrimination (e.g. ableism), or different types of social interactions (e.g. bullying). In this way, the state of research reveals different aspects of students’ suffering in physical education (PE) in a puzzle-like manner, while systematic investigations of the overall picture of PE as a complex meaningfully structured phenomenon remain open. Purpose The study presented in this paper aims to systematically capture the breadth of unsettling PE experiences by taking different perspectives of students into account, while also doing justice to PE in its situational logic. Based on a social constructivist approach, the following research questions will be addressed: (1) What kind of experiences are interpreted as unsettling by students in PE? (2) Which situational conditions are associated with students’ unsettling PE experiences? Methods A qualitative research approach based on written short narratives was employed to answer the research questions. Current and former secondary school students (N = 677) from Germany participated. Grounded theory coding methods and sequential analysis were used for the data analysis. Results Our data indicates a wide range of students’ unsettling PE experiences (e.g. public humiliation, social exclusion, and forms of violence). On a supra-individual level, two major categories of unsettling PE experiences were identified: (1) The vulnerability of the students perceived through revealed inadequacies and (2) the social oppression of the supposedly ‘lazy, weak and unfit’. Students’ experience of vulnerability can be traced back to situations of physical exposure and performance failure while their experience of social oppression draws back to suppressive actions by teachers and fellow students. For each of these categories, we identify typical ways in which students deal with their unsettling experience. On a structural level, a hierarchizing culture of PE that fosters unsettling experiences is revealed. Discussion As a central strength, our study can provide condensed explanations for the emergence and consequences of unsettling PE experiences from the students’ perspective. Our findings relate to and enrich existing discourses regarding the situational emergence of vulnerability, overarching mechanisms of marginalization, and the hierarchizing culture of PE as a basis for social oppression. It is particularly tragic that affected students feel left alone and can hardly escape harmful situations, which perpetuates their suffering. Thus, pedagogical concepts that emphasize students’ diversity and the dismantling of hierarchies are needed and should be advanced further.

Teachers' Role in Learner Autonomy in Large ELT Classrooms

The study aims to find out the role of learners’ autonomy in large ELT class. The learner autonomy is very important and played prominent role in large classroom to make learning effective and interesting and teachers' effectual strategies to generate autonomy in learners. This study adopted qualitative research approach with narrative inquiry design. Five teachers teaching in large classrooms were the respondents. Data for the study were taken by following in-depth interviews as well as the observations of three teachers. The findings suggest that it is very challenging to apply learner autonomy in large number of the students, but it is possible if the teachers have good patterns and techniques to apply it. It also found out that if there are autonomous learners, then the large number of the students don’t exist in trouble in teaching learning activities as it contains various possible intelligence.

The Economical and Geographical Importance of Lapis Route

This research explores the intricate web of the Lapis Route, an ancient trade route that formerly linked Afghanistan with the Mediterranean Sea. This study examines the geographical and historical relevance of this ancient road using a qualitative research approach, building on insights from numerous books, journals, and other sources. It focuses on the valuable lapis lazuli gemstone that contributed to the route's notoriety. The research delves into the various segments of the Lapis Route and its convergence with the Silk Road, unveiling the complex web of commerce that thrived amongst various societies. It reveals the significance of the Silk Road historically and emphasizes how it shaped both economic development and cross-cultural exchange. In addition, the study looks into the economic importance of silk, a highly prized item that traveled the Silk Road and supported the region's economy. The study concludes by examining the historical, cultural, and economic significance of the Silk Road and the Lapis Route in Afghanistan. The report addresses the opportunities and problems related to transit and commercial development, emphasizing the possible advantages of reviving the Silk Road. It highlights the possibilities that the revival of this historic trade route holds for fostering regional collaboration and economic progress. This study provides important insights into the historical, geographical, and economic relevance of the Silk Road and the Lapis Route by analyzing them. It draws attention to the routes' lasting impact and their potential to support Afghanistan's and the region's future economic growth.

Navigating the road home: Challenges hindering the reintegration of street children with their families in Harare, Zimbabwe

The reintegration of street children with their families in Harare, Zimbabwe, is a significant social issue that is characterised by numerous challenges. Therefore, this research paper aims to identify the challenges that hinder the successful reintegration of street children with their families in Harare, using the bioecological model as a theoretical lens. A qualitative research approach, underpinned by a phenomenological research design, was employed with a purposefully selected sample of ten social development officers who are directly involved in working with street children. Data was obtained through semi-structured interviews conducted with the social development officers. The data was analysed using thematic analysis. The findings revealed various challenges, such as rejection and discrimination, economic hardship, disintegrated family structures, and lack of trust. Based on the findings, the study recommends the need to strengthen and expand support services that offer counselling, mediation, and practical assistance to families and children to ensure an effective reintegration process. Additionally, the study recommends the implementation of programmes that focus on poverty alleviation and economic empowerment for families. Moreover, social development officers should be capacitated with dispute resolution and cognitive restructuring skills to change the thinking patterns of members of the original families. Developing and prioritising sensitisation programmes to raise awareness about the issues faced by reintegrated street children and their families is also recommended.

The Inclusion of Women with Disabilities in Internal Savings and Lending Schemes (ISALS) by the Ministry of Women Affairs, Community, and Small and Medium Enterprises Development in Harare Metropolitan Province, Zimbabwe

Women with disabilities remain among the common social groups in communities that face sidelining and exclusion from development interventions, often referred to as the ‘unseen’ and ‘left behind’ group. Most research focuses on development initiatives for all women generally whilst following on interventions by the civil society to the relative exclusion of disabled women. Hence, this study was influenced by the need to examine the services of the government through the Ministry of Women Affairs in ensuring inclusion of women with disabilities in development initiatives in particular Internal Savings and Lending Schemes (ISALs) that are being carried out in Harare. The study was informed by the intersectionality approach and used a qualitative research approach in which a case study design was employed. The study involved fourteen participants who included women with disabilities, Community Development Officers/Coordinators (CDOs/ CDCs), Provincial Development Officer (PDO) and other professionals from disability rights agencies. Qualitative data was gathered through interviews, and findings were analyzed using thematic analysis. The major services that were found included mobilizing and training women in communities and monitoring ISAL activities. It was revealed that inclusion of women with disabilities in ISALS is still low and in gradual progression. The study also showed major challenges that the ministry faces in their efforts to include women with disabilities in ISALs, which include shortage of resources to fund reasonable accommodation and inclusive ISALS, lack of support from the families and communities of women with disabilities, stigmatization, and discrimination. The researchers went on to make recommendations towards the implementation of ISALS to promote full inclusion of women with disabilities.

Thematic analysis informed by grounded theory (TAG) in healthcare research: foundations and applications

ABSTRACT Grounded theory (GT) and thematic analysis (TA) are commonly used in qualitative healthcare research. Published by Glaser and Strauss in 1967, GT was the first set of qualitative research strategies described. TA has since been compared with selected GT strategies. This narrative review aims to examine and illustrate how TA can be informed by GT and elucidate a TA informed by GT (TAG) methodology. Utlizing models of researching practice wisdom and reflexive inquiry, fifty author-published TAG studies (1996–2024) were examined. Analysis delineated a TAG methodology and clarifies Glaser and Strauss’s foundational roles in its development. TAG adheres to constructivism. Main GT strategies informing TAG include: comparative, predominantly inductive, and iterative analysis; and coding (data segment labels), category (code group), and thematic (category group) development. TAG can also encompass four-level thematic abstraction, and qualitative inter-rater reliability procedures enhance trustworthiness. TAG is a practical and effective methodological approach for qualitative healthcare research.

Integrating the Human Dimension in Marine Spatial Planning: Lessons from Karimunjawa National Park, Indonesia

Abstract Integrating the human dimension in Marine Spatial Planning (MSP) has been a primary challenge for MSP practices worldwide. One of the main issues in MSP is meaningful participation. However, there is an empirical gap regarding how participation functions and its relationship to achieving social sustainability goals. This paper aims to answer this question by studying MSP in Karimunjawa National Park, Indonesia. A qualitative descriptive research approach was used for the data collection and analysis. The results highlight that participation in Karimunjawa provides captivating alternatives in terms of participation, specifically in the areas of planning and management. We conclude that participation in management can mitigate the negative effects resulting from the lack of participation in planning, which may be constrained by factors such as knowledge and power gaps, as well as time limitations. The case-study findings also indicate that community responsibility towards the environment is closely related to their authority in regulating the utilisation of resources. Abstract in Bahasa Indonesia: rb.gy/edsvb7

Analysis of Determinant Factors Customer Loyalty Towards Brand in The Telecommunication Industry With The Digitalization Paradigm

The goal of this research is to determine whether company parties have implemented engagement strategies in the current digital context. This research uses a qualitative marketing research approach. We used a digital platform for the initial data collection stage. The analysis then continued with the creation of a textual corpus. A deep understanding of consumer engagement with brands can help companies build stronger relationships with consumers, create greater value for brands, and maintain a competitive advantage in the marketplace. By paying attention to emotional, cognitive, and behavioral dimensions, companies can develop more holistic and effective strategies for managing consumer engagement and strengthening their brand positioning. Research results reveal that consumers actively seek knowledge and information to enhance their decision-making about brands and products. Mobile telecoms have well-implemented Customer Brand Engagement strategies, but they also need to have a proactive approach in dialogue with customers to maintain their engagement. This means that in addition to understanding and responding to consumer needs and desires, companies also need to be proactive in communicating with customers to strengthen their relationship and engagement with the brand. According to a careful analysis of the lexical units in cluster one, the majority come from Twitter. Cluster two highlights the comparisons that consumers make regarding the technical characteristics of products and services with those of various competitors. Meanwhile, cluster three shows that consumers are increasingly looking for personal services that can meet their needs. Cluster four warns management about loss phenomena that are specific to certain areas or regions. Finally, Cluster Five allows management to understand that consumers are currently less involved in innovative services such as payments via smartphone.