Data Collection Strategy and Conceptual Development Process

This section covers the data collection method utilised for this thesis. Data collection involved three key stages. Firstly, a pilot study was carried out, and, following this, the second stage concerned the main study. Thirdly, these stages were analysed following the process of

112 conceptual development undertaken in this research. These stages are displayed in Figure 3.2 below. Carson (2001) has argued that these stages provide a solid framework for business case research, and they have been utilised by Ashworth (2008) when conducting SME research. Figure 3.2 conveys how the data collection strategy facilitated a three-stage approach to theory building and key model development. Stage one covered the initial findings, which were established using the research design, involving a literature review, pilot study and interviews. The second stage involved collecting the main data (netnography and interviews). For stage three, the findings were collated in order to consolidate the theoretical understandings.

Figure 3.2 Conceptual Development Process

113 Conceptual Models

Conceptual models are visual displays of theory demonstrating a picture of what the theory says is going on with the phenomenon being investigated. Miles and Huberman (1994, p18) defined a conceptual model as a visual or written product that “explains, either graphically or in narrative form, the main things to be studied, the key factors, concepts, or variables, and the presumed relationships among them”.

A conceptual model consists of two things: concepts and their relationships (Miles and Huberman, 1994) and can be used to pull together theory in order to see its implications, limitations and relevance to research. They can also be used to develop theory, assisting the researcher with identifying unexpected connections, or to highlight holes or contradictions in current theory and develop methods to resolve these issue in practice (Miles and Huberman, 1994; Ravitch and Riggan, 2011),

For the purposes of this research conceptual models will be used to display the findings, build theory and achieve the research objectives. It is anticipated that throughout the research the frameworks will develop as each data set is analysed, as according to Becker (2007) conceptual models usually require considerable reworking to get them to the point where they are most helpful to the researcher. Furthermore Miles and Huberman (1994) argue that conceptual frameworks are best suited to studies of social processes and that the conceptual framework is not an end in itself; it is a tool for developing theory and making that theory more explicit.

The conceptual model development followed the process highlighted by Miles and Huberman (1994). Whereby existing constructs were highlighted in the literature review (Chapter Two) from recent theory and the findings were analysed to identify and display the important connections between constructs. A narrative describing how the conceptual model reflects the phenomena will also be provided.

Becker (2007) argues that a conceptual model is not something that you do once and are finished with; rather researchers should go back and rework frameworks as understanding of the phenomena being investigated develops. Consequently, each iteration of the model presented will be used to inform the next stage of the research, as well as any updates as a result of additional findings. For instance the models developed from the netnography findings will be used to inform the interview frameworks. Final versions of the models will be presented

114 in the conclusions section of this research. (Chapter 10). This approach is displayed in Figure 3.2.1 highlighting model development in accordance with the research objectives.

Figure 3.2.1 Conceptual Model Development

3.8.1 Exploratory Stage: Pilot Study

A four-week netnography of two e-SME brands and two in-depth pilot interviews were conducted with Sportshoes.com and Fitsense to enable comparative analysis and allow the richest, broadest insights pertinent to the research to be reviewed. Pilot e-SMEs were selected through the same screening process as the main study and provided an opportunity to store and analyse data gathering techniques. The pilot provided an opportunity to ensure interviews encompassed the key themes that emerged from the literature while also enabling the flexibility to explore emergent context/sector specific elements, as appropriate, to lay the foundations for the full-scale research, and that it was of appropriate duration to gather the required data (Ashworth, 2008). According to Gummerson (2005, p 312) crucial to qualitative research analysis is comparison, and, consequently, data were compared ‘between cases’, ‘with existing theory’, and ‘with results from previous research’. Continuous comparison formed part of a sense-making process, where patterns were formed and developed into concepts and initial theories were formulated (Carson et al., 2001; Gummesson, 2005).

115

3.8.2 Main Study

The second and main phase of the study involved social media netnography for the selected e-SME brands and in-depth interviews in order to understand and conceptualise social media engagement strategies that develop trust and reputation. The netnography was terminated after eight months and the interviews were capped at 15 for consumers and 15 for key informants (including pilot research) as the data became saturated (Gummesson, 2000): this strategy ascertained the consistency of themes across the research. The research was carried out in accordance with the ethical guidelines required by Manchester Metropolitan University which follows the MRS (2002) Code of Conduct in terms of the treatment of interviewees, disclosure of interview aims and outcomes in relation to data collected and the use of information in the post-interview phase. To meet ethical requirements relating to confidentiality and to have the freedom to publish the results, informed consent was verbally gained, recorded, digitally stored and transcribed for each interview.

3.8.3 Netnography Stage

From November 2013–June 2014, all the social media postings from the sports e-SME social media channels were analysed rather than specific engagement messages, as reading all the postings enabled the author to get a better perspective from the e-SMEs and consumers. Reflective field notes were written during the data collection process. Kozinets (2002) has recommended this procedure because these written reflections often prove invaluable for contextualising the data. For this research, the writing of field notes helped to identify emerging themes from the discussion. Having conducted an observation of each e-SMEs social media postings and engagement contents (in order to explore cross-sector product/service offerings within e-SME cases), most cases were found to promote complementary products that spanned product categories rather than simply marketing one focal sports product category. This allowed for a more holistic and richer impression across cases and provided for a wider cross-industry understanding from an e-SME management perspective.

3.8.4 Netnography Data Analysis

Data collected using a netnography can be analysed through content analysis. According to Flick (2002), content analysis is one of the main procedures for analysing textual material, no matter where the material comes from – ranging from consumer interviews to e-WOM discussions on the internet. One of the essential features is the use of categories, which are often derived from theoretical models, where categories are brought to the empirical material and not necessarily developed from it; however, they are repeatedly assessed against it and modified if required (Flick, 2002). As the aim of this research was to investigate how social

116 media consumer engagement can be used by e-SME brands to develop trust and build brand reputation with potential and current customers, central and less central texts content analysis was considered to be the best method for analysis.

The content analysis was carried out with the guidance of the theoretical framework categories (Chapter Two). The theoretical framework worked as a directing tool rather than a fixed categorisation for analysis as this research employed thematic content analysis. Thematic analysis is a search for themes that emerge that are deemed to be important to the description of the phenomenon (Daly et al., 1997). The process involves the identification of themes through ‘careful reading and re-reading of the data’ (Rice and Ezzy, 1999: 258). It is a form of pattern recognition within the data, where emerging themes become the categories for analysis.