Chapter 3MethodologyPhilosophy of ResearchAccording to Mcnnab (2007) there are three dominant points of view; positivism, interpretative approach and search for realism. These philosophies are about knowledge that emerges, but is considered non-independent and in other respects more likely to have common characteristics and clash with each other. The positivist position which claims to be the natural of science and prefers to work in social reality, therefore, the verification of hypotheses developed by any existing theory through the measurement of observable realities Paul Flowers (2009). The positivism approach is based on the values ​​of reason, the truth that is revealed purely on facts gathered through direct observation and experience that is measured empirically using quantitative methods; statistical analyses, investigations and experiences. According to Sundar (2003) this research philosophy has the important role of an objective analyst who can evaluate the collected data which will produce adequate and effective results. Interpretative philosophy is described by Hatch and Cunliffe (2006) and Blaikie (1993) as the antipositivist one that was content to constitute a fundamental difference between the object and nature of the social sciences. However, the social world argues that the individual group should be able to make sense of the situation based on their own experience and expectations Flowers (2009). Therefore, it is a constant reconstruction of experience that results in different interpretations, this multiplied interpretation that creates a social society in which people act. The interpretive is considered a multiple of reality, Denzin and Lincoln, (2003). How this is interpreted through experience conducted in the...... middle of paper......or to be used for immediate information. The data will be collected from the Likes page on Facebook, Instagram, Twitter and Youtube, these results will be converted into a table by their subcategories which will be formed from the tweets tweeted regardless of whether they connect to consumer behavior. You will need some skills in this process, being open minded towards the data you collect, looking at the right information for your research and making sure it is reliable. Using social media as a platform and tool to collect data became important in my research by allowing access to similar pages 24/7. This research interested me in investigating the influence of different social media on decision making process. Furthermore, the difference in characteristics based on consumers, cultures and nationalities that are of interest to understand the influence of consumer behavior and the variables underlying it.