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Keywords: Friendship and method
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Journal Articles
Qualitative Market Research: An International Journal (2017) 20 (4): 416–434.
Published: 11 September 2017
... be initiated, fostered and managed by incorporating Facebook in ethnographic data collection and how such relationships deepen ethnographic interpretation. Design/methodology/approach This paper focuses on the methodological implications of adopting “friendship as method” during ethnographic research...

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