The positivist approach is associated with quantitative research and involves the collection of factual data; it also provides a mechanism to verify theory through empirical testing. However, interpretivism approach helps to understand situations which are distinctive to be hypothesised by specific laws. Both inductive and deductive approach was used in this study to relate positivist and interpretive philosophies. The deductive approach is used in order to review the existing theory and form a new hypothesis....
The positivist approach is associated with quantitative research and involves the collection of factual data; it also provides a mechanism to verify theory through empirical testing. However, interpretivism approach helps to understand situations which are distinctive to be hypothesised by specific laws. Both inductive and deductive approach was used in this study to relate positivist and interpretive philosophies.
The deductive approach is used in order to review the existing theory and form a new hypothesis. The deductive approach was used in this research because it facilitates reviews theory and the research conducted concludes the theory. However, the inductive approach uses research to generate a theory. It helps the researchers to understand why do people act the way they do. Hence, this research is using two of them. It uses literature and theory to evaluate how hard Russian Youtube celebrities influence on there subscribers(consumers) in form of celebrity endorsements. It also uses an inductive approach to help understand what are Russian youtube celebrities advertisement habits, and why they make influence buying decisions of consumers, as this cannot be understood by the deductive approach alone.
