“…For example, one of the main advantages of using online forum data over other methods of data collection, such as interviews and surveys, is that online forums typically allow non-obtrusive observations of naturally occurring behavior and collection of data (Griesbaum et al, 2015;Jansen and Saint Onge, 2015;Kozinets, 2002;Seethamraju, 2014). That is because online forums typically make all discussions publicly visible and accessible (i.e., individuals do not have to join a particular online forum community to view the discussions), allowing researchers continuous, unrestricted and non-obtrusive observation of various communities and discussions (Hwang et al, 2013;Jansen and Saint Onge, 2015;Kozinets, 2002;Weber, 1990). In addition, online forum participants create discussions independently of any expectations of future analysis and awareness of being analyzed, minimizing the risk that the researcher or the act of measurement itself will influence the observed process and confound the data (Weber, 1990).…”