<![CDATA[Background: Grounded theory remains a key methodology in qualitative research, providing systematic procedures for generating theory from empirical data. However, the expansion of qualitative research contexts, including digital environments, has introduced new methodological challenges related to reflexivity, analytical rigour, and methodological transparency. Objective: This study aims to examine the development of grounded theory methodologies and explore how reflexivity and innovative methodological approaches strengthen research rigour in contemporary qualitative studies. Method: This study employs a methodological review by synthesising seminal and contemporary literature on grounded theory. The analysis focuses on major methodological traditions, including Straussian, Glaserian, and constructivist grounded theory, while also examining issues related to coding procedures, theoretical sensitivity, and literature review management. The review further considers methodological adaptations in digital contexts, particularly the integration of netnography. Results: The review shows that grounded theory has evolved into diverse methodological traditions with distinct analytical procedures. Reflexivity, transparency, and methodological flexibility are increasingly recognised as essential for ensuring credibility and rigour in qualitative research. Conclusion: Grounded theory remains a flexible and relevant methodological framework for contemporary qualitative inquiry. Contribution: This study provides a synthesis of grounded theory traditions and highlights methodological considerations that support rigorous and reflective qualitative research.]]>
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