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Tackling Social Media Data Analysis: Comparing And Contrasting Qsr Nvivo And Leximancer, Violetta Wilk, Geoffrey N. Soutar, Paul Harrigan
Tackling Social Media Data Analysis: Comparing And Contrasting Qsr Nvivo And Leximancer, Violetta Wilk, Geoffrey N. Soutar, Paul Harrigan
Research outputs 2014 to 2021
Purpose
This paper aims to offer insights into the ways two computer-aided qualitative data analysis software (CAQDAS) applications (QSR NVivo and Leximancer) can be used to analyze big, text-based, online data taken from consumer-to-consumer (C2C) social media communication.
Design/methodology/approach
This study used QSR NVivo and Leximancer, to explore 200 discussion threads containing 1,796 posts from forums on an online open community and an online brand community that involved online brand advocacy (OBA). The functionality, in particular, the strengths and weaknesses of both programs are discussed. Examples of the types of analyses each program can undertake and the visual output available …