Yes / 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.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/17654 |
| Date | 11 February 2020 |
| Creators | Tamilmani, Kuttimani, Rana, Nripendra P., Alryalat, M.A.A., Al-Khowaiter, W.A.A., Dwivedi, Y.K. |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| Rights | © 2018, Emerald Publishing Limited. Reproduced in accordance with the publisher's self-archiving policy. |
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