Prominent Theories on Social Media Analytics in Corporate Studies: A Systematic Literature Review

Abstract

There are limited studies that listed theories in the social media analytics context. This research aims to investigates the up-to-date social media analytics literature in corporate studies to provide a comprehensive examination of the theories related to social media analytics by reviewing the relevant literature. A systematic literature review guided by PRISMA protocol was utilised to analyse the data. This study combined articles that investigated social media analytics theories in corporate studies. Articles published in the past two decades were selected for this systematic review. The research findings indicated that TAM1, TAM2, TAM3, UTAUT1, UTAUT2, UTAUT3, CST, DOI, ISS, ATA, DI theory, and TOE model are the most prominent theories and models that have been used in social media analytics literature. The results of this systematic review offer a list of theories and their implication to help other researchers implement more studies on social media analytics research area.