Philosophical Foundation of this research
The aim of this chapter is to set out a research philosophy which will guide the methodological foundation for the empirical scrutiny and analysis of this study. I address this objective by explaining my social constructionist stance under the interpretative paradigm. Describing the sense-making and sense-giving dialectics in our everyday life world, I will draw on relevant scholars who have explained lenses by which social phenomena can be captured, systematised, and analysed.
KeywordsSedimentation Marketing Coherence Meso Metaphor
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