Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Department of Management and Marketing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, China
Department of Textiles, Merchandising, and Fashion Design/The Research Institute of Human Ecology, Seoul National University, Seoul, Republic of Korea
a r t i c l e
i n f o
Article history:
Available online 19 October 2014
Keywords:
Social media
Literature review
Research constructs
Causal-chain framework
a b s t r a c t
In just one decade, social media have revolutionized the life of many people and thus attracted much
attention, not only from industry, but also academia. To understand how researchers have adopted theories, used research constructs, and developed conceptual frameworks in their studies, a systematic and
structured literature review based on ve leading online academic databases was conducted. A total of 46
articles on social media research were consolidated and analyzed, including empirical studies spanning
from 2002 to 2011. A collection of theories/models and constructs/attributes adopted in these articles is
summarized and tabulated for easy reference and comprehension of extant research results. A causalchain framework was developed based on the input-moderatormediator-output model to illustrate the
causality between the research constructs used and the conceptualization of theoretical models/theories
proposed by previous researchers. Because social media cover a wide range of research topics, the literature review may not be exhaustive. However, the proposed causal-chain framework and suggested
research directions may be regarded as representative references for future research in the subject area.
This is believed to be the rst comprehensive literature review of social media research, and it contributes
to a better understanding of the causes and effects of the adoption and usage of social media.
2014 Elsevier Ltd. All rights reserved.
1. Introduction
The advent of social media has substantially changed the manner in which many people, communities, and/or organizations
communicate and interact. Kaplan and Haenlein (2010, p. 61)
dened social media as a group of Internet-based applications that
build on the ideological and technological foundations of Web 2.0,
and allow the creation and exchange of user generated content.
Using these applications, people can create, share, and exchange
information in a virtual community. The dramatic development of
social media has helped shape peoples connections with others
via different social media platforms (Colliander & Dahln, 2011).
Today, the benets of participating in social media not only involve
simple social communication, but also building reputations and
bringing in career opportunities, and/or generating direct monetary
revenue (Tang, Gu, & Whinston, 2012). Social media drive a new set
of models for various kinds of businesses that challenge traditional
business processes and operations (Hanna, Rohm, & Crittenden,
2011). The salient difference is that one-to-one mass customization
has become the business transaction norm, replacing the one-tomany marketing promotion model (Peters, 1998). Moreover, in this
Internet/computer era, online customer reviews have become an
important yardstick by which marketers formulate their marketing
strategies.
Social media can also serve as tools facilitating intra- and
inter-organizational activities among peers, customers, business
partners, and organizations; such as collaborative product development (Mangold & Faulds, 2009; Porter & Donthu, 2008), creation
of knowledge sharing communities (Fernando, 2010; Kasavana,
Nusair, & Teodosic, 2010; Yates & Paquette, 2011), implementation
of corporate dialog at nancial institutions (Bonsn & Flores, 2011),
marketing strategies for brand management (Jin, 2012; Laroche,
Habibi, & Richard, 2013), and collaborative learning and creativity (Peppler & Solomou, 2011). Individuals and/or organizations
therefore must be well prepared to embrace the challenges and
opportunities brought about by social media. Notwithstanding, the
phenomenon of social media remains new to academia. In terms of
using the terminology of social media explicitly, papers on social
34
media have, for the most part, only been published in the last few
years. Based on the proliferation of social media uses and applications, we anticipate that more studies will be conducted and further
results will be available in the coming years.
This present study aims to review social media research in
the extant literature and collect data from work conducted thus
far to create a framework to understand the causal relationships
among different research constructs adopted. The value of this
study lies in its systematic review of the articles in this subject
area, reporting the dimensions and variables studied by previous researchers as well as their proposed conceptual models
and frameworks. Based on these ndings, a causal-chain framework was developed to illustrate the inter-relationships among
the adopted research constructs. This framework is expected to
provide a reference for researchers, to serve as a research roadmap,
and to stimulate new ideas in future research in this subject
area.
The paper is organized as follows: the next section briey
describes the method in conducting the search process. The
third section provides an exhaustive review of the identied academic articles and a detailed discussion of the development of
a causal-chain framework. The fourth section further discusses
the implications from the ndings and suggests four potential
research areas. The nal section is devoted to the conclusion
and a discussion of the contributions and limitations of this
study.
2. Research methodology
A search for empirical studies in the extant literature was conducted to investigate the work of previous researchers on social
media and to develop a causal-chain framework to illustrate the
interrelationships of the research constructs adopted. Five dominant business/management academic databases were adopted,
including ABI/Inform, Business Source Premier, Emerald Management eJournals, Science Direct, and ISI Web of Knowledge. These
databases cover most of all social science and top management literature. Since there are few papers which explicitly used the term
social media, other keywords with similar meanings related to
social media, such as virtual communities, online communities,
blogs, Web 2.0, social networking sites, and social computing, were also applied in the search process. The scope of this study
is limited to the timeframe of 20022011, as this was the major
growth period of the social media market.
The search for relevant papers in this process was by no means
exhaustive, but the ndings nevertheless serve as a representative summary of the research conducted thus far. Forty-six papers
were selected for in-depth analysis. Only refereed journal articles were included in our study; conference papers, doctorate
and master theses, textbooks, and documentaries were excluded,
as we believe refereed journal articles represent state-of-the-art
research outputs (Chan & Ngai, 2011; Ngai & Wat, 2002). In addition,
this study focused on papers presenting empirical studies, therein
the adopted variables and proposed models were reviewed and
included in our causal-chain framework.
Zniga
(2010); Labrecque, Markos, and Milne (2010); Lu and Hsiao
(2010); and Zhong, Hardin, and Sun (2011).
Technology Acceptance Model (TAM) was developed by Davis
(1989) and has been used to study perceived ease of use and
perceived usefulness of new technologies in relation to peoples
attitude toward adoption. TAM has been widely utilized in social
media research to investigate similar scenarios with respect to different social media technologies; examples include the studies by
Casal, Flavin, and Guinalu (2010); Casal, Carlos, and Guinalu
(2011); Hossain and de Silva (2009); Hsu and Lin (2008); Kwon and
Wen (2010); and Steyn, Salehi-Sangari, Pitt, Parent, and Berthon
(2010).
Theory of Reasoned Action (TRA) is a theory developed by Ajzen
and Fishbein (Ajzen & Fishbein, 1980; Ajzen, 1985), which predicted
peoples volitional behavior based upon a summation of the relative weights of their attitudes and subjective norms. This theory,
which resembles the situation where people voluntarily participate and engage in social media activities, is well cited in social
media research. Hsu and Lin (2008) provide a typical case.
Theory of Planned behavior (TPB) is an extension of TRA, which
was subsequently developed by Ajzen (1985). TPB suggests that
perceived behavior control is employed to moderate the effects
of attitudes and subjective norms on behavior. In social media
research, Casal et al. (2010) and Chang and Zhu (2011) used this
theory to predict users behavior from intention to action.
3.1.2. Social behavior theories
The second group of theories relates to social behavior. Table 1
shows that previous studies adopted 13 theories to explain individuals behavior toward social media in a social context. We selected
several of the most signicant theories in this group and briey
discussed them below.
The Social Aspects Theory is a collective term comprising all social
factors; such as social inuence (Kelman, 1958), which includes
social identity; and social capital (Chang & Chuang, 2011; Portes,
1998), which includes social interaction and social ties. As the use
of social media relates to socio-psychological and volitional behavior, social factors have been widely utilized to study users attitudes,
intentions, and actions in connection with social media adoption or
usage; such as in the works of Cheung and Lee (2010), Blanchard
(2008), Chai and Kim (2010), Fischer and Reuber (2011) and Shiue,
Chiu, and Chang (2010).
35
Table 1
Theories and models used in social media research.
Theories and models
References
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1
1
2
1
1
4
1
1
2
1
1
6
1
1
1
1
5
2
1
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2
1
2
5
5
1
1
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1
1
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positions in the framework. For instance, the variable social inuence was used as an antecedent in one paper (e.g., Bagozzi &
Dholakia, 2002), but was taken as a mediator in another (e.g.,
Dholakia et al., 2004).
3.2.1. Antecedents
In the causal-chain framework, an antecedent is a stimulus that
precedes a behavioral outcome and is always positioned at the
input side of the framework. In the extant literature on social media
research, antecedents are considered in three dimensions: social
factors, user attributes, and organizational attributes.
3.2.1.1. Social factors. In terms of social factors, a number of studies used social inuence and social capital as antecedents to explain
users socio-psychological motives. The social inuence model,
comprising subjective norms, group norms, and social identity, has
been frequently used to study users or customers motives in pursuing certain acts and behavioral changes, such as the studies of
Bagozzi and Dholakia (2002), Hsu and Lin (2008), Kwon and Wen
(2010), and Wang and Lin (2011).
The social capital model, comprising social ties, social interaction, trust, and reciprocity, has similarly been used as antecedents
in various social media studies. Chiu, Hsu, and Wang (2006), Ip and
Wagner (2008), Lin, Hung, and Chen (2009), Chai and Kim (2010),
Shiue et al., 2010, Chiu, Wang, Shih, and Fan (2011), and Hau and
Kim (2011) all explored social capital in terms of both quality and
quantity in delineating users knowledge sharing, users intention
and behavior, and group cohesion in the context of social media.
Other social factors have likewise been considered by various
scholars as inputs in the causal-chain framework. For instance,
Dholakia et al. (2004) used social enhancement as an antecedent to
evaluate users desires, whereas Wei (2009) examined social power
in relation to the knowledge production gap between lter blogs
and personal journals.
3.2.1.2. User attributes. For user attributes, most researchers in this
subject area focused on user perception, user experience, and user
personality and used them to express the attitudinal, behavioral
and innate characteristics of social media users. In this category,
the most widely used input construct was user perception, which
related to perceived feelings or other perceived issues. In particular, a number of researchers used TAM to study perceived ease
of use and perceived usefulness of social media. For example, Hsu
and Lin (2008) studied the roles of TAM in users attitude and intention to blog. Hossain and de Silva (2009) studied TAM with a focus
on the actual usage of virtual communities under the moderation
of social ties. Steyn et al. (2010) studied TAM in relation to social
media releases within the public relations community to understand bloggers intention to use the elements of the releases. Casal
et al. (2011) used TAM to examine users intention to follow advice,
whereas Casal et al. (2010) adopted TAM to investigate users
intention to use and recommend in an online travel community.
Apart from TAM, Porter and Donthu (2008) investigated the
effects of users perceptions of the efforts projected by an organization as a sponsor of a virtual community on cultivating trust and
harvesting value. Freberg, Graham, McGaughey, and Freberg (2011)
studied the importance to public relations of the perceived personality of social media inuencers as a third party endorser in shaping
customer attitude toward a brand. Fischer and Reuber (2011)
examined how interactions on Twitter affected the effectuation
processes of an entrepreneur, and identied how perceived time
affordability predicted the level of social interaction in which an
entrepreneur engaged via Twitter. Parra-Lpez, Bulchand-Gidumal,
and Daz-Armas (2011) used a theoretical model
Gutirrez-Tano,
to study how perceived benets affected the intention to use
social media to organize and take vacation trips from a consumer
from two timeframes in 2001 and 2008. The ndings revealed that
the marketing variables affected, either negatively or positively,
online posting behavior at different stages of Internet usage, which
in turn inuenced customers choice of product and brand. Hsiao
et al. (2010) studied the effects of information quality and system quality in terms of expectation, perceived performance, and
disconrmation in relation to blog-user satisfaction.
3.2.2. Mediators
Mediators are variables that explain the causal relationships
between antecedents and outcomes (Preacher, Rucker, & Hayes,
2007). In this study, mediators in social media research can be classied into three dimensions platform attributes, social factors, and
user attributes.
3.2.2.1. Platform attributes. Platform attributes consist of choice of
tools and tool integrity, which are considered to have a signicant
impact on the causal relationship between inputs and outcomes.
There are various social media tools, such as Twitter, Facebook, and
LinkedIn, designed and tailored for different purposes and target
groups. The choice of these tools may mediate the causality effect of
antecedents on expected behavior. Chen (2010) studied how active
use of Twitter gratied the need to connect with others and found
that the use of various Twitter functions can mediate such a relationship. Koo, Wati, and Jung (2011) studied the mediating effect
of ve media, including blogs as a social media platform, from task
characteristics to task performance and found that media usage
inuenced task performance positively. Hsieh, Kuo, Yang, and Lin
(2010) and Wang and Lin (2011) also studied how signicantly tool
integrity, in terms of information and system quality, mediated the
expected outcomes.
3.2.2.2. Social factors. Social factors, such as social inuence and
social capital, were used as mediators in previous studies on social
media to examine the causality between input and outcome variables. In particular, Dholakia et al. (2004) used social inuence as
a mediator to examine user participation in different virtual communities. A number of other papers had utilized social capital as
a mediator to explain users intentions and behavior; for example,
Hsiao et al. (2010) examined the role of trust in mediating users
purchasing intention, and Shiue et al., 2010 studied the effect of
social ties and social loang in mediating group cohesion.
3.2.2.3. User attributes. In terms of user attributes, some studies
have revealed the mediating effects of user perception and user
behavior. Although user perceptions have been extensively examined as an antecedent, they have also been adopted as a mediator.
Kwon and Wen (2010) adopted TAM to study its mediating effect on
actual social media use. Lin et al. (2009) used personal perceptions
to mediate users behavior in a professional virtual community. Lu
and Hsiao (2010) revealed the mediating effect of perceived value
on users intention to pay.
User behavior had similarly been used as a mediator to examine the causal effect between antecedents and outcomes in several
papers. Hossain and de Silva (2009) analyzed customer attitude
toward the use of social media and utilized it as a mediator between
the inputs of perceived ease of use, perceived usefulness, and inuence of ties; and the outputs of behavioral intention that led to
actual usage. Karakaya and Barnes (2010) studied how customers
online engagement mediated their opinions on the choice of a
brand or company. Chen (2010) used tweet frequency and the
number of @replies to mediate the relationship between active
Twitter users and their need for connection. Furthermore, Bagozzi
and Dholakia (2002), Blanchard (2008), Casal et al. (2010), Casal
et al. (2011), Chang and Zhu (2011), Chiu et al., 2006, Hau and Kim
(2011), Hsu and Lin (2008), Huang et al. (2010), and Kang et al.
37
38
et al. (2010) also related the intention to use social media to personality traits. Steyn et al. (2010) analyzed the relationship between
perceived effectiveness and intention to use social media in public
relations. Cheung and Lee (2010) studied the collective intention to
use social media in relation to subjective norms, group norms, and
social identity. Overall, most of them have focused on studying the
relationships between the conditions of using social media and the
intention to use, or actual use of, social media.
User behavior comprises certain behavioral changes exhibited
by users, such as the need for connection, effectual cognition,
knowledge sharing, and satisfaction, and was also widely regarded
as the expected outcome. Chen (2010) studied the need for connection by analyzing Twitter users, and suggested that heavy Twitter
users were gratifying a need for connection. Fischer and Reuber
(2011) studied how social interactions on Twitter affect effectual
cognition. They also investigated how perceived time affordability
observed by the entrepreneur has a positive effect on the amount of
time he/she spends in social media usage from the perspective of a
social media user. Hau and Kim (2011) identied the actual behavior of knowledge sharing as the outcome due to user perceived
benets.
3.2.4.2. Organization context. Organization context in this study
relates to brand equity and customer relationship, which was put by
some researchers to the output side in the causal-chain framework.
For brand equity, some studies regarded it as a benecial outcome
for a company. Karakaya and Barnes (2010) examined a causal relationship between customer online opinion and choice of brand or
company, and highlighted that the selection of company is considered as a type of brand equity in this instance. Labrecque et al.
(2010) conducted an in-depth study into online personal branding,
which can be borrowed for company brand positioning and equity.
Colliander and Dahln (2011) investigated and compared the brand
publicity in social media and traditional digital media, and found
that blogs generated high brand attitudes, which led to purchase
intentions. Freberg et al. (2011) also studied the benets brought
by social media inuencers to brands, and found that the effects
on brand equity depend upon the perceived creditability of social
media inuencers by social media users.
Customer relationship was also studied and analyzed in social
media research as a proxy of intention to use. Porter and Donthu
(2008) explored the role of a rms efforts in cultivating trust and
harvesting value for itself via its sponsored virtual communities,
and found that trust motivates customers to behave relationally
toward the sponsoring rm, as shown in their willingness to share
personal information, to cooperate in new product development,
and to grant their loyalty. Akar and Topcu (2011) examined factors affecting customers attitudes toward social media marketing,
and revealed a positive relationship between social media use and
customers attitude, suggesting that social media marketers should
shape their social media marketing strategies to improve their customer relationships.
In summary, the attributes in our developed causal-chain framework of social media research in the categories of antecedents,
mediators, moderator, and outcomes are shown in Table 2.
4. Implications and future research directions
Based on the proposed causal-chain framework of social media
research, this section discusses the implications of the above ndings and identies opportunities for future research in social media.
4.1. Implications of the ndings
This literature review study shows that numerous researchers
had studied the causal relationships of various dependent and
independent variables in the presence or absence of mediators and moderators, using both quantitative and qualitative
methods. All these attributes are delineated in the proposed
causal-chain framework of social media research (see Fig. 1 and
Table 2).
With regard to antecedents, social inuence and social capital in the category of social factors are the two most frequently
adopted input variables. Researchers attempt to discover why
people engage with social media and how socio-psychological
factors and perceptions affect their engagement and interaction
with others. For the category of user attributes, the user perception, in terms of ease of use, usefulness, and benets of use,
attracts considerable research attention. Some researchers also
study whether user experience occupies a function in encouraging social media use, as well as how user personality affects
the ways social media is used. In the category of organizational attributes, researchers have focused on investigating the
effect of customer orientation and marketing orientation in an
organizational context. A few papers are found to examine how customers attitude relates to devising marketing strategies for social
media.
For the outcome variables, most researchers are devoted to
investigate user intention and user behavior in the personal context in relation to various antecedents, as users intention to use or
purchase social media for both leisure and business purposes is the
most important aspect in social media research. Notwithstanding,
minimal research has been conducted on the organization context,
except a few for the examination of the effect of brand equity and
customer relationships.
Among the mediators, choice of tools is found to be an important element in the category of platform attributes in conducting
social media research because different social media tools, like
Facebook and Twitter, are used in different ways and require different styles of approach and analysis. Thus, the choice of tools
has a mediating effect on the relationship between antecedents
and outcomes. Moreover, some researchers are concerned with
tool integrity in information and system qualities, which affect
the way users engage in social media applications. For social
factors, social inuence and social capital are widely used in mediating the ways antecedents affect outcomes. In the user attributes
category, user perception and user behavior are also important mediators.
As regards the moderators in the category of user characteristics, demographic factors, user personality, and cultural differences are
some of the basic controlling factors used to examine the changes
in strength and direction of the causalities between antecedents
and outcomes in social media research. Other moderators in the
social factors category comprise social inuence and social capital.
Some researchers placed importance in understanding how these
social factors moderated the relationships between dependent and
independent variables in a social media context.
The proposed causal-chain framework clearly shows that
researchers selected and used various attributes in different combinations in pursuing their academic studies. For instance, some
scholars retained user perception, social factors, and user intention, but had different choice of tools for analysis. Different social
media tools yield different results by virtue of their nature, content,
and characteristics, as seen in the comparison between Facebook
and Twitter. Moreover, variables adopted can be put in different
positions along the causal-chain framework. This decision highly
depends on the individual researchers research focus. For instance,
social factors can be used as an antecedent, mediator, and/or moderator variable. Indeed, social factors play a very important role in
social media research because many researchers aim to understand
the socio-psychological aspects of users participation in various
social media activities.
39
Table 2
Attributes adoption in social media research.
Attributes
Antecedents
1. Social factors
Social inuence
Social capital
Others (social engagement, social power)
2. User attributes
User perceptions
User experience
User personality
3. Organizational Attributes
Customer orientation
Marketing orientation
Mediators
1. Platform attributes
Choice of tools
Tool integrity
2. Social factors
Social inuence
Social capital
Others (social loang)
3. User attributes
User perceptions
User behavior
Moderators
1. User characteristics
Demographic variables
User personality
Cultural differences
2. Social factors
Social inuence
Social capital
Outcomes
1. Personal context
User intention
User behavior
2. Organizational context
Brand equity
Customer relationship
References
Bagozzi and Dholakia (2002), Hsu and Lin (2008), Kwon and Wen (2010) and Wang and Lin (2011)
Chiu et al. (2006), Ip and Wagner (2008), Lin et al. (2009), Chai and Kim (2010), Shiue et al. (2010), Chiu
et al. (2011) and Hau and Kim (2011)
Dholakia et al., 2004 and Wei (2009)
4
7
Porter and Donthu (2008), Hsu and Lin (2008), Hossain and de Silva (2009), Steyn et al. (2010), Casal et al.
(2011), Casal et al. (2010), Freberg et al. (2011), Fischer and Reuber (2011), Parra-Lpez et al. (2011),
Kang et al. (2007), Lu and Hsiao (2010), Hau and Kim (2011), Hsieh et al. (2010) and Chang and Zhu (2011)
Chen (2010), Nambisan and Watt (2010) and Akar and Topcu (2011)
Correa et al. (2010), Zhong et al. (2011), Huang et al. (2010) and Lu and Hsiao (2010)
2
14
3
4
2
2
2
2
2
2
2
Kwon and Wen (2010), Lin et al., 2009 and Lu and Hsiao (2010)
Hossain and de Silva (2009), Karakaya and Barnes (2010), Bagozzi and Dholakia (2002), Blanchard (2008),
Casal et al. (2010), Casal et al. (2011), Chang and Zhu (2011), Chiu et al., 2006, Hau and Kim (2011), Hsu
and Lin (2008), Huang et al. (2010) and Kang et al. (2007)
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12
3
1
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2
Hossain and de Silva (2009), Parra-Lpez et al., 2011, Henderson and Bowley (2010), Zhong et al. (2011),
Correa et al. (2010), Steyn et al. (2010), Cheung and Lee (2010), Bagozzi and Dholakia (2002), Casal et al.
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(2008), Huang et al. (2010), Lu and Hsiao (2010), Lu et al. (2010), Mathwick (2002), Wang and Lin (2011),
Zhang et al. (2009) and Zhu and Zhang (2010)
Chen (2010), Dholakia et al. (2004), Fischer and Reuber (2011), Hau and Kim (2011), Lewis and George
(2008) and Lin et al. (2009)
Karakaya and Barnes (2010), Labrecque et al. (2010), Colliander and Dahln (2011) and Freberg et al.
(2011)
Porter and Donthu (2008) and Akar and Topcu (2011)
21
4
2
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technostress, stress stimulated by social media use for work purpose, that may emerge? A study to address these questions may
help us better understand the true value of social media.
5. Conclusion
The arrival of social media has changed private lives, business
operations, and relational interactions within various communities
tremendously, which has led directly to the increase of academic
research and studies on social media adoption (Hanna et al., 2011;
Kietzmann, Hermkens, McCarthy, & Silvestre, 2011; Mangold &
Faulds, 2009). The present study provides an intensive review
on 46 identied articles in the extant literature to understand
how previous researchers developed their models and theories to
explain users behaviors toward social media. The variables adopted
by researchers are incorporated in a representative causal-chain
framework and classied into four categories: antecedents, mediators, moderators, and outcomes.
The sample articles in this study exhibit the various research
constructs that researchers have adopted together with the interrelationships among these constructs. Notably, social factors in terms
of social inuence and social capital appear in three positions of the
framework: antecedents, moderators, and mediators. This nding
is understandable as the use of social media involves numerous
socio-psychological factors. Thus, previous research is bound to
involve social theories in various areas. User attributes, particularly in terms of user perceptions that act as both antecedents and
mediators, are also important variables that researchers have analyzed in relation to the outcomes of their proposed frameworks. In
view of outcome variable, user intention has been a major focus
because researchers have aimed to examine how the social media
environment affects user intention.
Conversely, other important areas, such as organization orientation, social power, cultural differences, and impacts of social
media, have not received sufcient research attention. Accordingly,
we identied several research gaps and proposed four potential
research directions for these areas. Nonetheless, a coin always has
two sides; social media are a double-edged sword that can help and
harm. Future research should address both the positive and negative sides of adopting social media and provide explanations and
resolutions to enable healthy growth of the social media market in
the years to come.
Overall, the contribution of this study is signicant. Qualitatively, we conducted an intensive review of identied articles
to reveal the researchers focuses on social media and their key
ndings, which can be used as an immediate reference for other
researchers in this subject area. Quantitatively, we devised one
causal-chain framework to incorporate the various constructs used
in the 46 empirical studies, which provides a pictorial summary and
enables readers to understand the body of research conducted on
social media. Further, we suggested four future research directions,
which may help researchers identify relevant topics in this subject
area.
While this study has its merits, certain limitations remain. First,
the review of the extant literature may not be exhaustive. More
work is required to include relevant papers from different sources.
Second, social media research is in its early stages. Thus, additional
journal papers with empirical results will continue to surface. More
recently published social media research should be considered
in future studies. Finally, in terms of terminology, social media
is occasionally confused with other computer/Internet-related
expressions. Although the search process in this study embraced
similar terms, such as virtual communities, online communities, blogs, Web 2.0, social networking sites, and social
computing, exploration of the use of other relevant keywords
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Eric W.T. Ngai is an Associate Head and Professor in the Department of Management and Marketing at The Hong Kong Polytechnic University. His current
research interests are in the areas of e-commerce, supply chain management, decision support systems, and social media technology and applications. He has over
120 refereed international journal publications, including MIS Quarterly, Journal of
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