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Social media capital: Conceptualizing the nature, acquisition, and expenditure of social media-based organizational resources

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  • Saxton, Gregory D.
  • Guo, Chao

Abstract

The near-universal organizational participation in social media is predicated on the belief there are some tangible or intangible new resources to be had through tweeting, pinning, posting, friending, and sharing. We argue the linchpin of any payoff from engagement in social media is a special form of social capital we refer to as social media capital, and offer a conceptual framework for understanding its nature, acquisition, and expenditure. This paper contributes to existing literature by elaborating a new type of organizational resource and then synthesizing and extending research on the processes through which organizations can translate social media efforts into meaningful organizational outcomes. Understanding this causal chain is critical not only for measuring the return on investment from social media use but also for developing accounting information systems that are both adaptable to social resources and better able to exploit the data analytic and forecasting capabilities of real-time social media data.

Suggested Citation

  • Saxton, Gregory D. & Guo, Chao, 2020. "Social media capital: Conceptualizing the nature, acquisition, and expenditure of social media-based organizational resources," International Journal of Accounting Information Systems, Elsevier, vol. 36(C).
    • Handle: RePEc:eee:ijoais:v:36:y:2020:i:c:s146708951830071x
    DOI: 10.1016/j.accinf.2019.100443
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    6. Gregory D. Saxton & Charlotte Ren & Chao Guo, 2021. "Responding to Diffused Stakeholders on Social Media: Connective Power and Firm Reactions to CSR-Related Twitter Messages," Journal of Business Ethics, Springer, vol. 172(2), pages 229-252, August.
    7. Eachempati, Prajwal & Srivastava, Praveen Ranjan & Kumar, Ajay & Tan, Kim Hua & Gupta, Shivam, 2021. "Validating the impact of accounting disclosures on stock market: A deep neural network approach," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    8. Fatuma Namisango & Kyeong Kang & Ghassan Beydoun, 2022. "How the Structures Provided by Social Media Enable Collaborative Outcomes: A Study of Service Co-creation in Nonprofits," Information Systems Frontiers, Springer, vol. 24(2), pages 517-535, April.
    9. Young-joo Lee, 2022. "Social media capital and civic engagement: Does type of connection matter?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 167-189, March.
    10. Yuan-Shen Shih, 2020. "Business Model Innovation and Evolution of Sporting Goods Industry: A Case of Anta Company," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 6(6), pages 300-311.

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