The evolution of social media influence - A literature review and research agenda

Abstract

Every aspect of human activities has been influenced by social media, but how this influence is affecting individual decision making in different context had not been studied yet. This article tries to investigate social media influences at individual level with respect to different contexts such as organization, marketplace, and social environment. 132 articles had been selected for the review process. The findings have been presented using the lens of Theory, Context, Characteristics and Methodology. This article presents social media influence phenomenon within an individual. The article concludes by highlighting literature gaps and future research directions. This review makes the relevant contribution to the field of computer mediated communications.

Keywords

• Social media
• Technology influence
• Social media marketing