Social Media Research in and of India: A Snapshot

Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


Despite being a large and fastest emerging market, the existing landscape of social media research in and of India is not known. The literature is classified in two axes – level of analysis (people and society, platforms and firms) and activities (features, tactics, management and measurement). The review points out that computer scientists dominate the field, whose research is not Indian context specific. Adoption and impact studies are done in a considerable number. Other areas of research – platforms’ business models and operations in India, management of social media strategy within organizations, usage of specific features of platforms and homegrown platforms – are still unexplored. The paper used rapid literature review to obtain the results from SCOPUS database and had analysed through Rayyan, a tool for systematic review.


Emerging markets India Literature review Social media Strategy 


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© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Management StudiesIndian Institute of Technology DelhiHauz KhasIndia

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