Using online data and network-based text analysis in HRM research

Abstract

Purpose – The paper proposes new directions for HRM research by drawing attention to online data as a complementary source and introducing network text analysis for large-scale textual materials. Design/methodology/approach – It outlines a four-step analysis process: (1) keyword search; (2) concept identification; (3) mapping concept relations; (4) interpretation within theoretical frameworks. Findings – Online data provide real-time, organic behavioural insights free from researcher intervention, offering promising empirical contexts for analyzing discourse and behaviour patterns over time. Practical implications – Online data are less suitable for causal questions; issues like ethical use, validity, and representativeness need close attention. Originality/value – Introduces online data and network text analysis as novel methodological avenues for HRM research at micro‑, meso‑, and macro‑levels