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Increasing the ethicality of a project and the usefulness of the data enhances the probability that social good will result from the research; a combination of ethical and methodological soundness is therefore crucial. From 1999‐2002 I conducted a qualitative study of women’s, men’s, and mixed Internet chat room conversations. In this article, I discuss the particular ethical issues that arose, outlining my ethical decision‐making process within the context of current debates. I also describe the methodological concerns, demonstrating why a synthesized method responsive to the advantages and disadvantages of cyberspace was necessary, and how the data were enhanced by this choice of method and by certain characteristics of cyberspace. In discussing the details of my study, my overall goal is to provide an assessment of the social good of the project with a view to increasing the probability of more ethical and useful Internet‐based research outcomes more generally.

Due to its relatively embryonic status as a research methodology, virtual ethnography has not yet become a prominent methodology in higher education research. Considering the overwhelming popularity of social media among college students and its increasing use in the higher education community as marketing and communication tools, this methodology warrants further exploration in the higher education field. As modern technology and the prevalence of the internet have transformed daily life, virtual ethnography has recently emerged as a new frontier in qualitative research. With the aim of introducing virtual ethnography as a methodological lens, this chapter discusses logistical and ethical issues associated with it in the context of a research project that examined the interactions between a group of newly admitted students at a private university within a university-operated Facebook group. The chapter begins with the definition of virtual ethnography, and briefly reviews its emergence and use in the existing literature. Then it discusses the implementation of the methodology, with a focus on methodological difficulties in the higher education research setting. Finally, it offers the lessons learned from the research project and provides suggestions for future use of the methodology in the higher education research field.

When a study involves human participants, researchers need to ensure their safety and protect their identities. How do potential participants know what they are agreeing to contribute, and how and why the research is being conducted? Informed consent describes the process and agreements that answer such questions. Conventional consent protocols focused on preresearch discussions between the researcher and the potential participant, resulting in a signed document that verified the agreement. In research conducted with, on, or through social media, there are fewer opportunities for conversational explanations of formal documents. Simply posting legalistic documents is ineffective because Internet users typically do not read such materials before verifying agreement. Researchers need to understand communities, contexts, and communication styles of target participants and settings in order to provide information in familiar, user-friendly ways. Based on a review of literature about informed consent, and a study of current practices used by companies that need to verify agreements online, practical research suggestions are offered. Qualitative researchers who want to collect data through active interactions with human participants will find these examples and recommendations of use when designing their studies.

This study aims to describe key elements that are critical to virtual qualitative research especially while working with practitioners as participants.

This paper takes a reflexive researcher approach using a case study to explore how researchers adopted a qualitative research approach using digital technology. We use five principles suggested by Boland et al. (2022) as a framework to consider and reflect on our experiences as researchers and those of our participants.

We highlight the gatekeeper’s support, trusted relationship with the organisations, interpersonal skills of interviewers, stringent measures of securing data and shared experiences of interviewee and interviewers helped complete virtual research. We recommend that four key factors such as digital competency, feasibility, flexibility and resilience should be considered while undertaking or commissioning virtual, qualitative research studies.

Social care practitioners and qualitative researchers increasingly negotiate with digital technologies to undertake their work. In this paper, we evidence how online qualitative approaches can be effective provided challenges are dealt with diligently in each stage of the research process.

This chapter explores the perfect storm brewing at the interface of an increasingly organized ethics review process, grounded in principles of anonymity and informed consent, and the formation of a new digital data landscape in which vast quantities of unregulated and often personal information are readily available as research data. This new form of data not only offers huge potential for insight into everyday activities, values, and networks but it also poses some profound challenges, not least as it disrupts the established principles and structures of the ethics review process. The chapter outlines four key disruptions posed by social media data and considers the value of situational ethics as a response. Drawing on the experiences and contributions of Ph.D. students in interdisciplinary Web Science, the chapter concludes that there is a need for more sharing of the ethical challenges faced in the field by those at the ‘cutting edge’ of social media research and the development of shared resources. This might inform and speed-up the adaptation of ethics review processes to the challenges posed by new forms of digital data, to ensure that academic research with these data can keep pace with the methods and analyses being developed elsewhere, especially in commercial and journalistic contexts.

As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies.

Using logic and following established methodological rules, this article develops the scope, definition and set of procedures for a novel form of netnography specifically adapted for the study of immersive technologies: immersive netnography. The research question is “How might netnography be adapted to research service experiences in virtual and augmented environments, which include and overlap with the notion of a Metaverse?”

Immersive netnography should be at the vanguard of phenomenological service experience studies of augmented reality, virtual reality and the Metaverse. A set of data collection, analysis, ethical and representational research practices, immersive netnography is adapted to digital media phenomena (customer and employee) that include immersive technology experiences. Developed through logical argumentation after analyzing key differences between social media and immersive technology, immersive netnography is procedurally customized for experience research in immersive technology environments.

Three of the most significant practical limitations to producing high-quality netnography are rapidly changing contexts, scarce time resources and narrow researcher skillsets.

Industries and organizations may benefit from a new, holistically focused, ethically robust and culturally attuned market research method for understanding service experience in immersive technology contexts.

There have been no prior studies that develop netnography for the service research opportunities presented by immersive technologies. By applying the rigorous methodological guidance provided in this paper, future service researchers may find value in using specifically adapted qualitative research methods to study immersive technology experiences.

This study aims to present a guide for using grounded theory methods for exploring organizational phenomena of the new online era.

A reflexive account is adopted on how one can build upon the foundations of traditional offline grounded theory for conducting grounded theorizing with online-based data.

Guidelines for conducting grounded theory on online contexts are presented for crafting research questions, gathering online data and using consolidated methods for analyzing online data. This study shows future and present challenges posed by the new online era for grounded theorizing, as well as helpful lessons to be learned from traditional offline grounded theory to mitigate them.

The implications are helpful for established qualitative organizational scholars that are yet to catch-up in the boundary spanning process of using the digital sources of data in grounded theory. They are equally helpful for newcomers on qualitative grounded theory by guiding them on where and how to start these challenging research endeavors of grounded theorizing in this new online era.

Scant attention has been given on applications of grounded theory in the new online era. The differences between online and offline settings have not been clearly defined to this date, and neither do guidelines exist for how qualitative grounded theorists can take advantage of online data to build theory about new organizational phenomena emerging in the online era.

Previous research has found that people who use anabolic androgenic steroids (hereafter ‘steroids’) typically describe these drugs as safe. However, research exploring the inside perspective on steroid risk has focussed on steroids in general, and failed to examine how particular steroids are viewed and experienced. During my online ethnographic research in bodybuilding communities, I found discussion of one particular steroid said to cause significant physical, psychological, social and sexual harm: trenbolone. Trenbolone is a veterinary drug used to increase muscle in beef cattle that has been found to have neurodegenerative and genotoxic effects on animals. It has been used by bodybuilders since the 1980s, and recent research has found it to be one of the most popular steroids used by bodybuilders. If trenbolone is described by bodybuilders as causing significant harm, why do so many bodybuilders use it? This chapter attempts to answer this question through a description of bodybuilder folk models of trenbolone risk. Using a social life of drugs approach it describes: (1) the effects of trenbolone; (2) how these effects are given meaning as either harms or benefits, and then weighed against each other; (3) how the risks of trenbolone are reduced through harm reduction strategies and (4) the role of online communities in negotiations of trenbolone risk. Trenbolone was found to occupy a mythical status in bodybuilding communities, in part because of the conflicted relationship bodybuilders have with the drug. This conflicted relationship illustrates the inherent ambivalence of drugs, which are always both remedy and poison.

The purpose of this paper is to discuss mental health clinicians’ perspectives on recruiting youth for research exploring the influences of social media on self-harm in young men. Following the low recruitment of a clinical sample of young men to a qualitative e-mail interview study the authors investigated the barriers among clinicians who were involved in recruitment.

Using a face-to-face, semi-structured interview, 13 clinicians were recruited and interviewed. Thematic analysis was undertaken to explore the issues which impeded a clinician-led approach to recruitment of young men.

Online approaches to data collection hold promise as innovative ways to engage health consumers in research. However in this study the intention to e-mail interview young men increased clinicians’ perceptions of risk and contributed to the original study being abandoned. Inviting clinicians to recruit consumers to online research raised ethical and clinical dilemmas for clinicians because the potential risks of consumer participation in such research were unknown.

When involving clinicians as intermediaries in research, it is important to consider their perspectives on data collection methods and their perceptions of risk.

Findings can be used to inform future recruitment strategies to ensure young men’s perspectives are present in the literature.

There is a need to balance increasing the presence of young men’s voices in the literature with clinical responsibilities for their best interests as mental health consumers.

The study brings knowledge on perceptions of research risk into sharper focus in the research literature.