76 Chapter III Research Methodology III.1 Introduction As mentioned in the previous chapter, there exists a disparity between Telkom's digital transformation phases and the outcomes, which have not shown significant improvement. While numerous researchers have explored digital transformation, the majority have concentrated on assessing organizational readiness for digital transformation, with only a limited focus on individual cognitive capabilities. To fulfill the research objectives, this chapter outlines the research methodology, adhering to the university's guidelines. This chapter encompasses the methodology for the study, encompassing research philosophies, data collection and research methods, research strategy, research choices, research models, dependent and independent variables, testing procedure, reliability and validity assessments, ethical considerations, and concluding remarks. III.2 Research Philosophies The objective of this study is to identify the cultural factors that contribute to the success of digital transformation, and to explore how individual digital culture can enhance digital literacy and strengthen employees’ attitudes towards embracing digital transformation. In addition, it also examines how these factors can positively influence the performance. Developing contextual knowledge in the fields of human resources and organizational behavior presents a valuable opportunity in business and management research. This study aims to comprehend the complexities within Telkom that may provide insights into digital transformation challenges. It seeks to establish causal relationships between culture, digital literacy, attitudes to change, and individual performance, categorized as explanatory research according to Saunders, Lewis, & Thornhill (2019). The research philosophy adopted is critical realism, rooted in the belief that culture is a product of human interaction, existing due to collective agreement among employees and employers. This perspective aligns with Saunders et al. (2019) ’s view that realism is based on the premise that what is perceived by the senses is true. Thus, the study is grounded in the belief that culture is dynamic and evolves 77 in alignment with business transformation goals. This belief underpins the decision to utilize an abductive approach in this research, aiming to understand phenomena and offer recommendations for cultural change. Neuman (2020) describes abduction as an approach where multiple alternative frameworks are applied to data and theory, with each being reevaluated and redescribed. This method combines elements of both deduction and induction. Abduction involves "trying on" a potential rule and exploring its possible implications. It entails placing ideas and observations into different frames, examining them, and posing "what-if" questions. In this approach, the efficacy of various frameworks is sequentially applied and assessed, leading to the creative recontextualization or redescription of both data and ideas. Subsequent models are then developed based on interviews, comparative data analysis, and the results.