26 Chapter III Research Methodology This chapter described the methodology chosen for this research. The philosophy, paradigm, data collection, questionnaire, techniques, and populations will be discussed along with its reason. In marketing field, most research used this systematic approach to achieve valid and meaningful result. III.1 Introduction (Saunders et al., n.d.) all has described different decisions for researcher to develop the research methodology in his onion rings framework. On the first layer of the onion, the foundation of study will start with philosophy aspect. This research is set on a positivism philosophy point of view and used quantitative approach. As stated, (Bish & Post, 1989) quantitative is the best strategy to use on interpreting empirical data with numerical measurement and statistic methods. This study wants to understand the phenomena of cancel culture and dynamic change of audience reaction throughout times. Thus, researcher can generalize a large population and give insight for marketing field. 27 The purpose of this study is using a descriptive analysis. The reason is because with descriptive analysis, researcher able to describe the characteristics of the variables of interest in a situation. To obtain and determined people attitude, survey research design is taken. In the questionnaire, negative publication and cancel culture case is explained, thus the audience can comprehend to capture the situation of the events. Therefore, researcher can understand the characteristics of the mentioned group in given situation. Data were analysed with PLS-SEM and further explanation will be explained in the subchapter below. III.2 Research Paradigm The paradigm of this study can be seen as ontology. As this study will observe a certain group and the relationship between them. Objective is apart from the researcher, where this research observes a certain group to be studied. The category of the group is a fan of a celebrity and the audience who enjoy entertainment in general. This characteristic of fan includes k-pop, k- drama, movie series, football players and many celebrities that often hired as endorser and active in social media.