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1、JournalofPublicAffairs(2012)PublishedonlineinWileyOnlineLibrary(www.wileyonlinelibrary.com)DOI:10.1002/pa.1412■SpecialIssuePaperUnpackingthesocialmediaphenomenon:towardsaresearchagenda121JanH.Kietzmann*,BrunoS.Silvestre,IanP.McCarthy1andLeylandPitt1BeedieSchoolofBusiness,Simon
2、FraserUniversity,Vancouver,BC,Canada2FacultyofBusinessandEconomics,UniversityofWinnipeg,Winnipeg,MB,CanadaInthispaper,wehighlightsomeofthechallengesandopportunitiesthatsocialmediapresentstoresearchers,andofferrelevanttheoreticalavenuestobeexplored.Todothis,wepresentamodelthatu
3、npackssocialmediabyusingahoneycombofsevenfunctionalbuildingblocks.Wethenexamineeachofthesevenbuildingblocksand,throughappropriatesocialandsocio-technicaltheories,raisequestionsthatwarrantfurtherin-depthresearchtoadvancetheconceptualizationofsocialmediainpublicaffairsresearch.F
4、inally,wecombinetheindividualresearchquestionsforeachbuildingblockbackintothehoneycombmodeltoillustratehowthetheoriesincombinationprovideapowerfulmacro-lensforresearchonsocialmediadynamics.Copyright©2012JohnWiley&Sons,Ltd.Socialmediacontinuestohaveatremendousim-socialnetworks,
5、wikisandaplethoraofotherpactonhowpeoplebehaveonline;howtheysearch,consumer-orientedservicesandplatformscontinueplay,converse,formcommunities,buildandmain-togrow.tainrelationships;andhowtheycreate,tag,modifyOfcoursetheseinterestingsocialmediadevelop-andsharecontentacrossanynumb
6、erofsitesandmentsareimpactingresearch,particularlystudiesdevices.Inresponsetotheever-increasingpenetra-ofattheintersectionofpublicaffairsandsocialtionrateofsocialmediaservicesandthefiercemediamarketing(Terblanche,2011),onlinecommu-competitionamongnewentrantsandincumbents,nities
7、(Jonesetal.,2004;Batemanetal.,2010),newbusinessmodelsemergeregularly,wheregovernmentactivities(WatersandWilliams,2011),firmsblenduniquetechnologiesandbusinessthedevelopmentofopinionleaders(Crittendenmodelstobuildcompetitiveadvantages(Godesetal.,2011)orindividualcustomerbehaviou
8、retal.,2005;Godesetal.,2009;Gnyawalietal.,(Thomas,2004;Hughne
