This type of methodology is being increasingly used as a researchtechnique by many researchers (i.e., Liu, Arnett, Capella, & Beatty,1997; Huizingh, 2000). For example, Del Águila-Obra et al. (2007)applied a Web content analysis to aggregator websites when study-ing value-chain changes and new business models in the new sindustry. In addition, Shang et al. (2011) applied Web content analysis to categorise social media services.