In 2015, Samuel who was registered for a master’s programme in the Department of Business Management, housed within the Faculty of Management and Commerce at a prominent university located in the Eastern Cape Province of South Africa, decided on a research topic in the area of social media service quality using the E-S-SERVQUAL model. Once he settled on a topic, the next step would be to choose the context in which he would conduct his study. The decision rested on whether it was ethical or not to collect data from clients identified on the Facebook pages of the respective banks he would be studying.