Reviewing the Literature on Social Media in Organizational Management: Mapping the Current Research Themes and Building a Conceptual Framework From a Multidisciplinary Perspective

The growing popularity of social media over the past decade has attracted substantial attention from researchers seeking to understand its implications for organizations, resulting in a significant and expanding body of literature. To navigate recent developments and identify future research opportunities, we review 828 relevant articles from leading journals across diverse disciplines, including operations management, information systems, marketing, finance and organizational strategy. This study employs a combination of quantitative and qualitative methods, specifically cocitation network analysis, citation analysis, and thematic analysis, to systematically examine the existing research. Through this approach, we identify six distinct research clusters and their associated thematic areas. Moreover, we map the dynamic evolution trend of each cluster. We also develop a conceptual framework that outlines the antecedents, pathways, and outcomes explored in social media studies. This framework synthesizes the major theoretical foundations underpinning the literature, offering valuable guidance for both academic research and managerial practice. Based on our thematic analysis and conceptual model, we propose three underexplored research directions to support the development of impactful research agendas and advance the field of social media research.