Accounting, accountability, social media and big data: revolution or hype?

Abstract

Purpose: The purpose of this paper is to outline an agenda for researching the relationship between technology-enabled networks – such as social media and big data – and the accounting function. In doing so, it links the contents of an unfolding area research with the papers published in this special issue of Accounting, Auditing and Accountability Journal. Design/methodology/approach: The paper surveys the existing literature, which is still in its infancy, and proposes ways in which to frame early and future research. The intention is not to offer a comprehensive review, but to stimulate and conversation. Findings: The authors review several existing studies exploring technology-enabled networks and highlight some of the key aspects featuring social media and big data, before offering a classification of existing research efforts, as well as opportunities for future research. Three areas of investigation are identified: new performance indicators based on social media and big data; governance of social media and big data information resources; and, finally, social media and big data’s alteration of information and decision-making processes. Originality/value: The authors are currently experiencing a technological revolution that will fundamentally change the way in which organisations, as well as individuals, operate. It is claimed that many knowledge-based jobs are being automated, as well as others transformed with, for example, data scientists ready to replace even the most qualified accountants. But, of course, similar claims have been made before and therefore, as academics, the authors are called upon to explore the impact of these technology-enabled networks further. This paper contributes by starting a debate and speculating on the possible research agendas ahead

Digital data and management accounting: why we need to rethink research methods

“…There is now increased recognition that corporate strategy, organisational arrangements and information systems structures defy conventional ties traditionally seen to have connected them as greater appeal is made to big data based analyses and insights (Bhimani 2015;Krahel and Titera 2015). Moreover, costing architectures themselves have altered as links between data, information and knowledge have evolved (Al-Htaybat et al 2017;Arnaboldi et al 2017;Bhimani and Willcocks 2014;Cȃpus , neanu et al 2020;Richins et al 2017;Rikhardsson and Yigitbasioglu 2018;Schneider et al 2015;Troshani et al 2019;Warren et al 2015). Information outputs in organisations have transformed so much that few if any dimensions of business or management control processes today remain divorced from digital technology applications.…”

Visualising a “good game”: analytics as a calculative engine in a digital environment

“…These contributions further our understanding of the role of real-time user data on innovation activities in a digital product development context (Arnaboldi et al, 2017;Gerding et al, 2014). The focus in a performative and mediating role of calculative practices of accounting (Revellino and Mouritsen, 2015;Miller and O'Leary, 2007), should highlight the role and characteristics of real-time user data more as a fuel for the engine and with a specific octane rating for its power for mediation.…”

“…The question of what the implications of this revolution are for management accounting and control is an interesting and debatable subject, which has been highlighted by several accounting scholars (see e.g. Arnaboldi et al, 2017;Bhimani and Willcocks, 2014;Quattrone, 2016). The existing management accounting literature has seen accounting or accountingrelated calculative practices (Miller, 2001) as the key mediators between multiple and distinct actors, aspirations, domains and arenas (Jeacle and Carter, 2012;Maier, 2017;Miller and O'Leary, 2007).…”

“…While the role of accounting in social media (Agostino and Sidorova, 2017;Jeacle and Carter, 2011) and creative environments (Busco and Quattrone, 2018;Jeacle and Carter, 2012;Maier, 2017) has been studied, there is little research in management accounting in a fully digital product development environment, where advanced calculative technologies enable the quantification and visualization of masses of users' actual behaviour almost in real time for decision-making and control purposes (Arnaboldi et al, 2017). Studies of social media have shown how the digital environment and the existence of real-time data changes the accounting function in such a digital space (Agostino and Sidorova, 2017;Jeacle and Carter, 2011), but these studies do not address the role of real-time data on innovation in the product development process.…”

“…Theoretical concepts of accounting as an engine (Revellino and Mouritsen, 2015) derived from performativity thesis (MacKenzie and Millo, 2003;MacKenzie, 2006;2009;MacKenzie et al, 2007;Law, 2008) together with mediating instrument (Miller and O'Leary, 2007), are used for explaining coordination in the product development process. By exploring the practices of professionals working with game analytics in the field of free-to-play mobile game development, this study aims to further our understanding of the role of real-time consumer data on innovation in a digital product development context (Arnaboldi et al, 2017;Gerding et al, 2014) and contribute to the studies of performative and mediating role of calculative practices of accounting (Revellino and Mouritsen, 2015;Miller and O'Leary, 2007). Additionally, this study introduces and explores a new area of mobile gaming, bringing it into the emergent field of research on the role of accounting in popular culture (Jeacle, 2012).…”