ABSTRACT
This chapter explores the role of the ontological imperative in conducting mixed methods research in online spaces when using social media metadata. The ontological imperative is a framework that guides researchers through five critical questions that can be used to interrogate digital data. Given that digital data are in a constant state of flux due to their temporal and transitory nature, it is imperative that researchers engage in critiquing the tools, systems, and services that render the data. Of particular note, this chapter encourages researchers to think through traditional mixed methods paradigms of sequential and concurrent approaches and to overlay the concept of micro and macro approaches with social media metadata in an ontological imperative framework. The chapter ends with providing key considerations and practical applications for researchers interested in engaging in research that includes social media metadata.
