Edirisingha, Prabash Aminda; Abarashi, Jamal; Ferguson, … - In: Qualitative Market Research: An International Journal 20 (2017) 4, pp. 416-434
Purpose The purpose of this paper is to illustrate the methodological significance and potential of integrating Facebook in ethnographic research. The authors discuss how friendly relationships with participants could be initiated, fostered and managed by incorporating Facebook in ethnographic...