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

Author

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  • Abhinita Daiya

    (Mohanlal Sukhadia University, Udaipur, India)

  • Subhadip Roy

    (Indian Institute of Management, Udaipur, India)

Abstract

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.

Suggested Citation

  • Abhinita Daiya & Subhadip Roy, 2016. "User and Firm Generated Content on Online Social Media: A Review and Research Directions," International Journal of Online Marketing (IJOM), IGI Global, vol. 6(3), pages 34-49, July.
    • Handle: RePEc:igg:jom000:v:6:y:2016:i:3:p:34-49
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    Cited by:

    1. Santiago, Joanna & Borges-Tiago, Maria Teresa & Tiago, Flávio, 2022. "Is firm-generated content a lost cause?," Journal of Business Research, Elsevier, vol. 139(C), pages 945-953.
    2. Kol, Ofrit & Levy, Shalom, 2023. "Men on a mission, women on a journey - Gender differences in consumer information search behavior via SNS: The perceived value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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