[...] * Regarding social media, research defines a set of challenges that have implications for have implications for validity and reliability of data collected. First, users of social media are not representative of populations (Ruths & Jurgen, 2014). As such, biases will exist and it may be difficult to infer findings to the general population. Furthermore, social media data is seldom created for research purposes, and finally it is difficult to infer how reflective a user’s online behaviour is of their offline behaviour without information on them from other sources (Social Media Research Group 2016).