Online qualitative methods are a mode of inquiry used in disciplines such as sociology, psychology, and management studies to research human behavior on the Internet. These methods aim at the on-site collection of rich, in-depth empirical material of a limited scope, such as interviews, observation, or visual data. Such material informs research about how the Internet functions as a mediator of communication in daily organizational life but also how novel and independent cultures, known as online communities, exist on the Internet. Online qualitative methods focus on sources such as social media, blogs, chats, discussion forums, wikis, and virtual worlds. By focusing on the “hows” and “whys” of Internet-mediated communication and interaction, online qualitative methods offer researchers tools to understand how digital technology affects areas such ...

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