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3.1 Methodology 3.1.1 Research Paradigm Research paradigm is the philosophical essence of how research is to be conducted. The two most frequently used are positivism and interpretivism (Collis & Hussey, 2014). In the pursuit of relevant answers to the research questions, it has been decided to utilize an interpretivist research paradigm. Interpretivism argues that the context for which people exist cannot be separated for independent study. That is, reality is the way it is as a result of our highly subjective lens. The chosen paradigm will allow the research team to create impactful and rich understandings of the answers given by participants about why TikTok-users participate in #challenges. Responses are expected to be highly subjective, dissimilar and complicated, as is expected with an interpretivist research philosophy. Thus, it is apparent that the research team deliberately separates themselves from a positivist paradigm, as this study focuses on a phenomenological approach rather than a traditionalistic one to seek meaning (Collis & Hussey, 2014). 3.1.2 Research Approach Sprung from an interpretivist point of view, the data to be gathered will have an abductive approach. An abductive approach uses data to ”explore a phenomenon [...] to generate a new or modify an existing theory...” (Saunders et al., 2019 p.160). While abductive reasoning creates theory, the researchers do not intend to create a new theory, instead, aim to build upon the UGT (Gregory & Muntermann, 2011). According to Gregory and Muntermann (2011), abductive reasoning utilizes theory building based on observations from inductive inferences, as well as theoretical viewpoints that are deductively inferred. In line with the researchers’ goal, this research aims to analyze what factors and categories of motivation influence people to participate in #challenges on TikTok through the lens of UGT. Since the research intends to provide practical implications for marketers of how to mobilize such a social platform for their own gain, using an abductive approach has been deemed most appropriate mainly due to its flexibility, which allows the researchers to explore and understand the research problems using a combination of primary data and a prior existing theory. 24PDF Image | It’s time to TikTok
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