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and allows for the extraction of a significant amount of data from the information quality. Many scholars
have used theme analysis in their study in the past. Thematic analysis is split into six phases by Braun and
Clarke (2006):

STEPS EXPLANATION EXAMPLE

1. Familiarize
with the Examine the information gathered Take notes on the suggestions so we can add
information that and the complaint's response. them to the research while understanding the
has been complaint.
gathered
2. Coding the
information and Segment all the collected data in Write down the information, underline the key
transferring it to specific social media. Such as, sections using a highlighter, and separate
a meaningful complaints from Website. complaints from different social media
group platforms.

3. Looking for Combine the framework with the For theme creation, researchers can utilise
the theme in the research study's unique subject or visual presentations such as (mind map, table,
code sub-theme. or write down the codes) on a piece of paper
and put them in comparable groups.

4. Examining the Reconsider the concept that had Reconsider if the subject is still relevant. Two
chosen topic emerged. distinct themes having the same theme, for
example, might be merged.

5. Naming and
Refining a theme and further Look for a name for a certain theme
defining the
analyzing the data in it. that can provide the audience an idea of
theme
what the theme is about.

6. Prepare the Throughout the report, the data It is critical to have logical, consistent, and
report. must be backed up by the thematic helpful information on the study subject.
evidence.

■ 4.0 DATA ANALYSIS AND FINDINGS

4.1 Data Analysis

This chapter results from the content data collection from different social media platform such as
Facebook, Twitter, Instagram, TripAdvisor, Klook, Reddit, Traveloka and Youtube. To support this data
analysis and findings, interview was held with the executive of customer complaints from Zoo Negara
Malaysia.

4.2 Data Collected

No. Social Media Number of Contents

1. Facebook 4 complaints

2. TripAdvisor 2 complaints

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