Justification of a Qualitative Methodology to Investigate the Emerging Concept: The Dimensions of Religion as Underpinning Constructs for Mass Media Social Marketing Campaigns

<p><em>This paper explores the justification of </em><em>using a qualitative research methodology under an interpretive paradigm to investigate</em><em> the emerging concept of the relationship to use the dimensions of religion as underpinning constructs for mass media social marketing campaigns. </em><em>To create convergence and corroboration and to eliminate the inherent biases from using only...