Challenges of using social Media in Qualitative IS studies 3.1. https://doi.org/10.1016/j.infoandorg.2017.03.001. . Please read and accept the terms and conditions and check the box to generate a sharing link. In 2008, for example, 24% of Americans had a. behind what’s influencing buyers’ decisions, and collaborating with them to build better products and services. In fact, 82% of millennials have already, ; so have 65% of customers from other generations. But it has historically been expensive and time-consuming. Suffice it to say that the average consumer is becoming increasingly comfortable with the idea of engaging with brands online. This article explores the complex ethical issues associated with using social media for data collection, drawing on a study of the alcohol consumption practices of young people. Mobile apps and tools combined with social media makes it easier, cheaper and quicker for brands to collect online qualitative research from their target demographics. Smart companies understand how important this potential is, which is why they tend to have robust presences on several popular social media channels (e.g., Facebook, Twitter, Snapchat and Instagram). This paper makes recommendations for the use of social media in qualitative research in information systems research. The upsurge of social media use has been coupled with increased interest in learning more about human interaction with social media and the type of content posted on social media sites. Compare that to having to put together groups of willing participants from all around the country to conduct an in-person focus group. This information can guide their future decisions—ensuring that more value is delivered to customers and that costly missteps are kept to a minimum, if not eliminated altogether. After discussing an illustrative qualitative study, the paper makes recommendations for the use of social media in qualitative research in IS. The emergence of social media provides an opportunity for IS researchers to examine new phenomena in new ways. Armed with that data—which was quite difficult and expensive to obtain—they’d then adjust their products accordingly before releasing them to the general public. The most obvious challenge in using qualitative data from social media platforms is the sheer... 3.2. As more and more consumers have set up shop on various social channels, brands have followed them and done the same. Today, customers engage directly with brands on the social media platforms they spend their time on—a win-win for both companies and consumers alike. For more information view the SAGE Journals Sharing page. The article concludes by recommending that researchers who face ethical dilemmas associated with the use of social media maintain an ongoing dialogue with their relevant ethics committees and other researchers to identify potential solutions and to share their findings. Social media platforms that enable users to create and share online content with others are used increasingly in social research. The ethical case against ethical regulation in humanities and social science research, Ethical considerations when employing fake identities in online social networks for research, Guidance note for researchers and evaluators of social sciences and humanities research (Draft), ‘Participant’ perceptions of Twitter research ethics, The ethical disruptions of social media data: Tales from the field, Facebook live is changing the world: But not in the way we had hoped, Silences of ethical practice: Dilemmas for researchers using social media, Facebook as a research tool for the social sciences: Opportunities, challenges, ethical considerations, and practical guidelines, Perspectives on social media in and as research: A synthetic review, Publicly private and privately public: Social networking on YouTube, Reconfiguring research relationships: Regulation, new technologies and doing ethical research, The Facebook influence model: A concept mapping approach, Friending participants: Managing the researcher-participant relationship on social network sites, Uncovering longitudinal life narratives: Scrolling back on Facebook, Ethical issues in conducting qualitative research in online communities, Getting to yes: Informed consent in qualitative social media research, A retrospective on state of the art social media research methods: Ethical decisions, big-small data rivalries and the spectre of the 6Vs, Ethical considerations in qualitative research, Informed consent in social research: A literature review (NCRM Methods Review Papers No. ScienceDirect ® is a registered trademark of Elsevier B.V. ScienceDirect ® is a registered trademark of Elsevier B.V. Social media in qualitative research: Challenges and recommendations. Sign in here to access free tools such as favourites and alerts, or to access personal subscriptions, If you have access to journal content via a university, library or employer, sign in here, Research off-campus without worrying about access issues. By continuing to browse And specialized online qualitative research tools can enable brands to not only quickly recruit qualiative participants, but also capture proprietary insights in a more enjoyable and engaging social media-style setting. However, for various reasons qualitative researchers in IS have not fully embraced this opportunity. Find out about Lean Library here, If you have access to journal via a society or associations, read the instructions below. Using social data for product development. Social media, in its current iteration, has essentially been around for a little more than a decade. The e-mail addresses that you supply to use this service will not be used for any other purpose without your consent. Thanks to modern online qualitative solutions, companies can now leverage online discussions, and in-context sharing with photos and video to get access to the accurate qualitative data they need quickly and affordably. Today, customers engage directly with brands on the social media platforms they spend their time on—a win-win for both companies and consumers alike. The email address and/or password entered does not match our records, please check and try again. The emergence of social media provides an opportunity for IS researchers to examine new phenomena in new ways. But as technology continues to evolve, the nature of qualitative research is changing. This paper looks at the potential use of social media in qualitative research in information systems. New social media, new social research: Developing a network to explore the issues faced by researchers negotiating the new research landscape of online social media platforms, But the data is already public: On the ethics of research in Facebook, SAGE Publications and the British Sociological Association, Ethical Dilemmas Using Social Media in Qualitative Social Research: A Case Study of Online Participant Observation, https://ec.europa.eu/research/participants/data/ref/fp7/89867/social-sciences-humanities_en.pdf, https://www.facebook.com/help/122175507864081, https://www.facebook.com/help/112146705538576, https://www.theguardian.com/technology/2017/jan/05/facebook-live-social-media-live-streaming, https://the-sra.org.uk/common/Uploaded%20files/ethical%20guidelines%202003.pdf, https://www.gla.ac.uk/media/Media_487729_smxx.pdf, http://eprints.ncrm.ac.uk/85/1/MethodsReviewPaperNCRM-001.pdf, http://eprints.ncrm.ac.uk/3168/1/blurring_boundaries.pdf, Navigating Big Data dilemmas: Feminist holistic reflexivity in social media research, Facebook Recruitment and the Protection of Human Subjects, Ethical challenges in online research: Public/private perceptions. They’d conduct qualitative research in the form of in-person focus groups, for example, to see whether a customer preferred green packaging or blue packaging. The term social media research encompasses any form of research that uses data derived from social media sources. This results in even stronger data that simply cannot be gleaned from old-fashioned qualitative research methods. [Marketing Land: Nearly 80 Percent of Social Media Time Now Spent On Mobile Devices]. View or download all the content the society has access to. For years, when developing new products or designing new campaigns, companies were primarily interested in how customers felt about certain things. They don’t want to say something that they perceive will hurt the researcher’s feelings. When it comes to giving feedback, many customers already prefer using, All of this means that, if they haven’t done so already, companies have an opportunity to engage with consumers in social media-style settings to inform the marketing plans and. The emergence of social media on the Internet provides an opportunity for information systems researchers to examine new phenomena in new ways. In large part, this is due to the evolution of the internet and the proliferation of technology—like smartphones, tablets and laptops. One of the major downsides of in-person research is that participants often hesitate to give honest and direct feedback. Please check you selected the correct society from the list and entered the user name and password you use to log in to your society website.