No Cover Image

Journal article 373 views 42 downloads

Social media research in the context of emerging markets / Yogesh, Dwivedi; Nripendra, Rana

Journal of Advances in Management Research, Volume: 15, Issue: 2, Pages: 115 - 129

Swansesa University Authors: Yogesh, Dwivedi, Nripendra, Rana

Abstract

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 hi...

Full description

Published in: Journal of Advances in Management Research
ISSN: 0972-7981
Published: 2018
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa36042
Tags: Add Tag
No Tags, Be the first to tag this record!
Abstract: 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. 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. 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.
College: School of Management
Issue: 2
Start Page: 115
End Page: 129