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Social media: A contextual framework to guide research and practice.

Lynn A McFarland1, Robert E Ployhart1

  • 1Department of Management, University of South Carolina.

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Social media is a distinct context, not just technology, impacting organizational behavior. Understanding its unique features is crucial for future research and practical applications.

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Area of Science:

  • Organizational Behavior
  • Communication Studies
  • Psychology

Background:

  • Social media platforms have fundamentally altered human interaction and communication.
  • Existing research often overlooks social media as a unique context, distinct from traditional or other digital communication forms.
  • The specific contextual elements of social media and their impact on organizational behavior remain underexplored.

Purpose of the Study:

  • To propose a theoretical framework defining social media as a distinct context.
  • To analyze how social media context influences individual cognition, affect, and behavior within organizations.
  • To adapt existing organizational behavior theories (e.g., social exchange, social contagion, social network theories) to the social media context.

Main Methods:

  • Development of a contextual framework identifying discrete and ambient stimuli differentiating social media from email and face-to-face interactions.
  • Application of the framework to re-examine established theories of organizational behavior.
  • Identification of practical implications for individuals and organizations operating within social media environments.

Main Results:

  • Social media presents unique contextual stimuli that differentiate it from other communication media.
  • The proposed framework effectively modifies and enhances existing person-centered theories of organizational behavior.
  • Theoretical insights reveal significant practical implications for managing behavior in organizational social media use.

Conclusions:

  • Social media should be understood as a unique context with specific characteristics influencing organizational dynamics.
  • A theory-based approach, rather than a platform-specific one, is essential for advancing research on social media in organizations.
  • This study provides a foundation for future research to systematically investigate the effects of social media context on organizational behavior.