Unpacking the social media phenomenon: towards a research agenda

Abstract

In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.

Sport and social media research: A review

“…This echoes calls for broader and deeper application of theory within social media research conducted in non-sport contexts (e.g., Kietzmann, Silvestre, McCarthy, & Pitt, 2012). Advocates for the development of inductive theory in social media research argue that many traditional communication and marketing theories emerged when media communication was unidirectional.…”

Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter

“…Social media's ease of use and accessibility enable a wide range of users to share opinions (Dellarocas, 2003). They are currently the dominant platforms for hosting online communities of interest on personal and professional issues (Kietzmann, Silvestre, McCarthy, & Pitt, 2012). Consumers are no longer passive recipients of information but they actively engage in peer-to-peer product recommendation and eWoM (Chu and Kim, 2011).…”

“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

“…Kietzmann et al (2012) mention one major implication of sharing in virtual social networks: the need to discover what forces induce people to disseminate such content. This need is supported by theoretical gaps seen in the literature on viral marketing.…”

“…Share is an important measure of use in virtual social networks and refers to the extent to which users exchange, distribute and receive content (Kietzmann, Silvestre, & McCarthy, 2012). It is, therefore, a non-economic variable for disseminating information and creating brand awareness (Hinz et al, 2011).…”