Introduction

Plume, Cherniece J.; Dwivedi, Yogesh K.; Slade, Emma

doi:10.1016/b978-0-08-101754-8.00001-8

Cited by 1 publication

(1 citation statement)

References 25 publications

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“…Social media plays a pivotal role in deciding consumer preferences through novel peer-to-peer targeted marketing techniques and demand prediction (Aral et al , 2013; Plume et al , 2016). Such online platforms and applications can also be utilised to facilitate buying and selling of products (Abed et al , 2015, 2016).…”

Section: Introductionmentioning

confidence: 99%

Social media research in the context of emerging markets

Tamilmani

Rana

Alryalat

et al. 2018

JAMR

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Purpose: Despite the potential of social media in emerging markets (EMs), only few studies published in high quality information systems (IS) journals that have addressed issues related to social media in the context of EMs. This study aims to analyse existing research related to social media published in high quality IS journals for exploring initial research trends, emerging themes, limitations and future research directions in the context of emerging markets. Design/methodology/approach: This study conducted systematic review of 22 articles on social media, which were published in the "Senior Scholars Basket of IS Journals and Information Systems Frontiers" from 1997 to 2017. Manual literature search approach (i.e. screening through table of contents of each journal) was employed to identify relevant articles. The content of relevant articles was systematically analysed and synthesised along with keyword analysis to understand research trends on social media related issues in the emerging markets context. Findings: The study identified four major themes from existing research on the social media in the context of emerging markets, namely: 1) Social media frameworks; 2) Social media and consumers; 3) Social media and organisations; and 4) Social media and society with majority of the studies focusing on consumers. Single Subject was found as the major limitation with studies analysed focusing on single platform/country/domain hindering the generalizability whereas including new exogenous variable to improve the validity of existing studies emerged as main future research direction. Originality/value: This study conducted literature review on social media in EMs, which has not been undertaken yet. Moreover, it employed manual search (an effort and time intensive approach) to overcome the shortcomings of keyword search to identify, locate, select and analyse the social media literature in the context of emerging markets.

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Section: Introductionmentioning

confidence: 99%