The aim of this article is to demonstrate how social media and grounded theory methods can be integrated to constitute a sound research methodology for qualitative researchers. This article conceptualizes three models for using social media for research. Using the observational model, the social media grounded theory (SMGT) methodology was developed. This article provides practical methodological guidance, in a step-by-step approach, to what is referred to as SMGT methodology, which can be applied by researchers. This article provides a unique contribution to qualitative research because no previous research has provided similar conceptual integration and development using social media and grounded theory.
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