Unpacking the Social Media Phenomenon: Towards a Research Agenda

Kietzmann, J. H., Silvestre, B. S., McCarthy, I. P., & Pitt, L. F. (2012). Unpacking the social media phenomenon: towards a research agenda. Journal of Public Affairs, 12(2), 109-119.

11 Pages Posted: 6 Nov 2014

See all articles by Jan Kietzmann

Jan Kietzmann

Simon Fraser University - Segal Graduate School of Business

Bruno Silvestre

University of Winnipeg

Ian P. McCarthy

Simon Fraser University (SFU) - Beedie School of Business

Leyland Pitt

Simon Fraser University - Segal Graduate School of Business

Date Written: November 5, 2014

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.

Suggested Citation

Kietzmann, Jan and Silvestre, Bruno and McCarthy, Ian P. and Pitt, Leyland, Unpacking the Social Media Phenomenon: Towards a Research Agenda (November 5, 2014). Kietzmann, J. H., Silvestre, B. S., McCarthy, I. P., & Pitt, L. F. (2012). Unpacking the social media phenomenon: towards a research agenda. Journal of Public Affairs, 12(2), 109-119., Available at SSRN: https://ssrn.com/abstract=2519363

Jan Kietzmann (Contact Author)

Simon Fraser University - Segal Graduate School of Business ( email )

Burnaby, British Columbia V5A 1S6
Canada

HOME PAGE: http://beedie.sfu.ca/profiles/JanKietzmann

Bruno Silvestre

University of Winnipeg ( email )

Winnipeg, Manitoba R3B 2E9
United States

Ian P. McCarthy

Simon Fraser University (SFU) - Beedie School of Business ( email )

8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada

Leyland Pitt

Simon Fraser University - Segal Graduate School of Business ( email )

8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada

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