COVID-19 and qualitative social media data collection

Qualitative social media data has immense potential to contribute to management research. This chapter familiarizes novice management student-researchers with the risks and benefits of qualitative social media data collection during COVID-19. With the help of examples from published studies, this chapter illustrates the concepts of availability (i.e. accessibility and timeliness) and relevance (i.e. significance and fitness) in the context of qualitative social media data collection. The implications of this chapter go beyond COVID-19 times - By analyzing the risks and benefits associated with the use of feasible data sources, the efficiency of the research process and the trustworthiness of results can be ensured. This risk-benefit analysis of potential data sources is also vital for business schools, journal editors, funding agencies, and regulatory bodies who make policies and assess the value of research. Academics of the future should therefore explore the enormous potential of qualitative social media data rigorously, but wisely.