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developed, which may serve as practical implications for marketers based on the connections between the primary data and frame of reference. The researchers were open-minded to the fact that the model might change, as the nature of the model is different depending on the platform. 3.3 Ethics The ethical aspects of all research is important to consider to ensure the highest degree of quality of a study. Thus, the researchers have taken precautions to increase the reliability of the findings by working with: Anonymity & Confidentiality, Credibility, Transferability, Dependability, and Confirmability. 3.3.1 Anonymity and Confidentiality Securing the anonymity and confidentiality of the participants was a given, as it encourages freedom of expression and open discussion without the need for participants to feel as if their responses can be traced back to them (Collis & Hussey, 2014). Instead, if the researchers needed to highlight an individual's response, the participants instead received an individual number, so that researchers are able to shed light on specific opinions where necessary. The participants were informed of this. The anonymity of the participants was also ensured through the use of consent and confidentiality agreements (appendix B). This encourages increased response rates, establishes an open and honest environment free of judgement. The forms were sent out to participants in advance so that they would feel no pressure to rush through the information. They then verbally agreed to the document, which was recorded. Moreover, anonymity may have affected the participant's response negatively, by depriving the participant of recognition. This may lead to participants feeling as if their contributions are insignificant and thus contribute minimally. This limitation is hard to respond to, because it's a natural step towards ensuring an environment where they feel safe to contribute but may also negatively affect their responses as mentioned. 3.3.2 Credibility The Credibility of a study is directly tied to the trustworthiness of research. Quality indicators for increased credibility consists of validity, reliability, and consistency (Golafshani, 2003). To give the data and findings the best chance to be able to stand up to close scrutiny, the sample size of 16 29PDF Image | It’s time to TikTok
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