Impact Of Social Media On Marketing: A Qualitative Study

Impact Of Social Media On Marketingsection A Qualitative Samp

Section A: Qualitative Sampling + Nature of Qualitative Research

i) From your Group Assignment 1, list out your research question(s), and state the location (city, province, country) and time (present, past, or any specific time range) where your group intends to collect the qualitative data. (Please ensure your research questions are updated – after taking into consideration grading comments/suggestions given by your instructors in your earlier group assignments 1 & 3))

ii) For your qualitative data collection, what type of sampling method your group intends to use? Justify your answer with reason(s) why your group wanted to use such sampling method.

Section B: Interviewing in Qualitative Research (Week 9)

iii) Considering your answers in (i) and (ii) above, which qualitative interview approach (Unstructured interviews, Semi-structured interviews, or Focus groups) is most ideal and suitable for your group research? Justify your answer with reason(s) why your group wanted to use this qualitative interview approach.

iv) Based on your research question(s) in (i) and qualitative interview approach in (ii) as follows: a) For Unstructured interviews, please discuss and draft out the opening/main interview question. You can add additional specific interview questions if you want. b) For Semi-structured interviews, please discuss and draft out at least one interview question for each research question (suitable for individual interview). You can add additional prompting/probing questions for each research question too. c) For Focus groups, please discuss and draft out at least one interview question for each research question (suitable for group interactions). You can add additional prompting/probing questions for each research question too.

Section C: Qualitative Data Analysis - QDA (Week 10)

v) Based on your group’s understanding of Grounded Theory (GT) from the lecture slides and from the textbook (as well as other internet sources of your own initiative), briefly discuss the main differences between Open Coding, Axial Coding, and Selective/Thematic Coding.

vi) Based on your group’s understanding of Grounded Theory (GT) from the lecture slides and from the textbook (as well as other internet sources of your own initiative), briefly discuss your group’s understanding of the following three areas of GT QDA: • Theoretical sampling for interviews (Week 10, slides 10-11, 13) • Constant comparison of indicators/concepts (Week 10, slides 10, 12, & 18-19) • Theoretical saturation of categories (Week 10, slides 10, 12-13, & 18-19)

Paper For Above instruction

The impact of social media on marketing has become a pivotal area of study in recent years, driven by the proliferation of digital platforms and their influence on consumer behavior and business strategies. This paper addresses the qualitative research process related to understanding this impact, emphasizing sampling, interviewing techniques, and data analysis methods, specifically grounded theory. The research aims to explore how social media platforms influence marketing approaches and consumer responses in urban settings in the present time.

Research Questions, Location, and Time Frame

Our group’s primary research question is: How does social media influence marketing strategies and consumer engagement in urban areas? We aim to examine this in the context of New York City, USA, during the current year 2024. This location was chosen due to its diverse and vibrant social media landscape, offering a rich environment for qualitative insights. The focus is on the present time to capture recent trends and behaviors related to social media marketing, considering rapid platform evolution and shifting consumer preferences.

Sampling Method and Justification

For data collection, purposive sampling has been selected. This method involves deliberately selecting individuals who are active social media users and have direct experience with digital marketing campaigns. Purposive sampling is justified because it allows our group to target participants who are most knowledgeable about the interactions between social media and marketing content, thus providing rich, relevant data. This approach enhances depth of understanding over breadth, which is essential for qualitative research aimed at exploring perceptions and motivations.

Qualitative Interview Approach and Justification

Considering our research objectives and the nature of social media influence, semi-structured interviews are most suitable. This approach offers flexibility to explore individual experiences and perceptions while maintaining a consistent framework across interviews. Semi-structured interviews enable us to probe deeper into specific topics like consumer trust, engagement, and perception of marketing strategies, providing nuanced insights that static questionnaires or group dynamics might overlook. This method aligns well with the goal of understanding personal motivations and attitudes toward social media marketing.

Interview Questions Development

Open-Ended Main Question (Unstructured approach)

"Can you describe your experiences with social media marketing and how it influences your purchasing decisions?"

Sample Semi-Structured Questions

Research Question 1: How do consumers perceive the authenticity of social media marketing?

• Prompt: "Can you give an example of a social media ad or campaign that felt authentic or inauthentic to you?"

Research Question 2: What role does social media play in your engagement with brands?

• Prompt: "In what ways do social media platforms encourage you to interact with brands?"

Research Question 3: How does social media influence your trust in brand information?

• Prompt: "Can you share an experience when social media influenced your trust in a brand?"

Grounded Theory and Data Analysis

Grounded Theory involves systematic coding procedures to develop theories grounded in qualitative data. The primary stages include open coding, axial coding, and selective or thematic coding. Open coding entails breaking data into discrete concepts and labeling them. Axial coding involves identifying relationships among these concepts, linking categories and subcategories, effectively restructuring data. Finally, selective or thematic coding synthesizes core themes that support developing a grounded theory by connecting related categories. The progression from open to selective coding allows a detailed understanding of the data structure and underlying patterns, essential for theory generation.

Differences Between Coding Types

Open coding is the initial stage where data is fractured into segments and labeled to identify concepts. Axial coding reassembles these codes by exploring relationships and categories, establishing linkages within the data. Selective or thematic coding focuses on integrating and refining these categories around core themes, creating a cohesive narrative that supports theory development. These stages facilitate moving from raw data to abstract theoretical insights, each serving a specific purpose in the analytical process.

Grounded Theory Data Analysis - Key Aspects

Theoretical sampling involves selecting new participants based on emerging data to expand understanding of categories. Constant comparison refers to ongoing analysis where data segments are continuously compared to refine categories and ensure internal consistency. Theoretical saturation occurs when additional data no longer reveals new insights, indicating that the categories are well-developed. These principles underpin the iterative nature of grounded theory, guiding researchers toward robust, data-driven theoretical models.

Conclusion

Understanding how social media impacts marketing necessitates a detailed qualitative approach. By carefully selecting participants through purposive sampling, employing semi-structured interviews to gather rich personal insights, and applying grounded theory for data analysis, researchers can develop comprehensive theories explaining this dynamic relationship. These methodological choices ensure the capturing of authentic consumer experiences and perceptions, providing valuable foundations for strategic marketing adaptation in the digital era.

References

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