Social networks and consumer technology usage: A systematic literature review and future research directions

Abstract

AbstractPrior research on social networks and consumer technology usage has used diverse theoretical frameworks to study the extent to which social networks, in their various forms, are related to consumer technology usage. However, the adoption and utilization of these theoretical frameworks has led to fragmentation of findings, and a lack of consistency in the conceptualization and operationalization of key social network constructs. There is, therefore, a need for a comprehensive systematic review of studies on the interrelations between social networks and consumer technology usage, with a view to identifying the common areas of focus, major weaknesses, emerging trends, and directions for future research. Using the Population, Intervention, Comparison, Outcomes (PICO) framework, this paper relies on five research questions to examine the various frameworks that have been used to study social networks in relation to consumer technology usage, as well as their shortcomings in terms of consistency in conceptual frameworks, the research contexts commonly studied, areas of study focus as well as emerging trends. The paper concludes by proposing future areas of research, which include: the development of a theoretical framework to guide the study of the relationship between social networks and consumer technology usage; the moderating roles of consumer demographic characteristics; the mediating role of consumer behavioral characteristics; and the influence of technology-enabled social networks in conditioning consumer attitude towards technology and consumer technology usage in different contexts.

Keywords

• social networks
• social interactions
• consumer technology usage
• systematic literature review
• marketing research