User and Firm Generated Content on Online Social Media: A Review and Research Directions

User and Firm Generated Content on Online Social Media: A Review and Research Directions

Abhinita Daiya (Mohanlal Sukhadia University, Udaipur, India) and Subhadip Roy (Indian Institute of Management, Udaipur, India)
Copyright: © 2016 |Pages: 16
DOI: 10.4018/IJOM.2016070103


Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade (2004-2016), the research in social media content source is divided as user generated and firm generated. The levels of analysis are divided into three groups: users and society, platforms and intermediaries and firms and industries. Subsequently, a grid with six cells is created that has the content source (user/firm) on one axis and level of analysis on the other. The findings reveal communication content across users and society to be the most researched area, whereas, platforms and intermediaries being the least researched. Further, a set of future research questions are proposed for content in social media across various levels of analysis.
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2. Literature Review

Boyd and Ellison (2008, p. 211) define social media as “web based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they can share a connection, and (3) view and traverse their list of connections and those made by others within the system.” In past half a decade, social media websites have received a lot of attention in interpersonal communication and collaboration (Kane et al., 2014) and joined the mainstream of the global internet culture (Keen, 2007). These sites, having variety in their architecture, attracted millions of individuals to adopt them in their daily practices. Subsequently, communication and new information tools such as, blogging, audio/video/image sharing and mobile connectivity were incorporated with these sites (Boyd and Ellison, 2008).

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