Challenges and lessons from conducting audit research using social media

Social media play an increasingly important role as both a means of communication and a source of information. Furthermore, social media provide a variety of time and cost-efficient, as well as participant-friendly, communication and networking channels, which expand the research repertoire in terms of recruitment and conducting interviews. The purpose of this paper is to broaden researchers' understanding of the potential of using social media to facilitate qualitative research, and to guide them in the selection and use of social media channels considering the contextual differences. This paper adopts a qualitative methodology aimed at reflecting on the researcher's experience of recruiting participants and conducting interviews using social media. The paper is the first of its kind to explore the potential of incorporating social media as a tool in qualitative research while considering contextual and cultural factors.