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4.3 Research process The research process of this thesis included the following steps: Finding the topic and defining the purpose of the thesis Defining the research ques5ons and selec5ng the methodological approach Data collec5on and literature review for theore5cal part Data analysis and empiricalf findings Interpren5ng the results through discussion and conclusions Figure 9 Research process flowchart The research process started with finding an interesting topic to investigate. After finding the topic and a case company the purpose of the thesis was outlined. The research ques- tions were defined according to the desired outcome. Case study was chosen as the most suitable methodological approach for the subject. The data collection and literature review was conducted to provide the information to the theoretical part. The data analysis was done on the basis of this research for the case company. Lastly, the results were inter- preted through discussion and findings. 4.4 Validity and reliability The quality of the research is typically assessed by the reliability and validity of the sources used in the data collection. Case study design needs to maximise the quality through four critical conditions related to the quality identification: construct validity, inter- nal validity, external validity and reliability. The investigators can deal with these aspects of quality control in doing case studies with different case study tactics. (Yin 2009, 3.) Al- so, it is important to keep in mind the quality of the data sources during both data collec- tion and data analysis. To ensure the reliability of the research data in this study, collect- ing and reviewing documentation that was relevant to the background of the thesis topic was carried out. Secondary data sources such as books, articles and reputable blogs were used to support the empirical findings allowing for comprehensive findings in connection with the research objectives. To increase the validity, the relevant concepts of the theoretical section were reviewed during both data collection and analysis. A challenge in data analysis was the fact that the case company had recently cleared its Instagram account of some content, 33PDF Image | Successful social media marketing on Instagram Minoshoes
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