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The IT sector lost both workers and output following the dot‐com crash of 2000. Despite this loss of employment and earnings, information technology has become a more ubiquitous part of commerce and daily activities. This division between observed use of IT and industry growth is due both to the changing nature of IT investment towards emerging media and the changes in the structure of occupational deployment within firms. This paper describes the type and growth of emerging media with particular emphasis on growth of interactivity applications. This is followed by a description of occupational and skill shifts within traditional firms and the IT sector. We conclude that growth in emerging media occupations and skills represent a significant change in the labor force composition of both IT and traditional firms. The IT sector may be stagnant, but workers who deploy and employ IT related (primarily emerging media) applications is rising. Finally, we trace the value chain of emerging media and outline how it may affect the geography of new firm development.

The purpose of this paper is twofold. First, to explore the intricacies of culture along with the complex contextual factors that affect the selection, implementation and use of social media as an organizational communication channel in emerging markets. Second, by using Hofstede’s dimension of cultural variability as a framework, the paper identifies different variables that impact usage and adoption of social media in emerging markets.

A review of literature was employed for this study to glean different factors that influence social media use in less economically developed countries and emerging markets. The selected literature consisted of the following keyword phrases “social media” and “emerging markets.” The term “culture” was used to narrow the scope of the analysis.

The analysis provides insights about how elements such as context, culture, communication preference, trust, gender and literacy affect social media use of individuals within organizations and merchants operating in emerging markets. The paper, in particular suggests that all social media campaigns contain important cultural considerations for potential users who will interact with the social networks in emerging markets.

The review of literature may not have been all inclusive. Hence, certain relevant studies may have been excluded based their lack of selected keywords. Furthermore, currently there are not enough published studies in social media usage and emerging markets to fully explore the topic. Therefore, a call for more empirical research utilizing mixed method approach will provide a more comprehensive analysis.

The paper includes implications for the development of technological and cultural fit in the diffusion of social media technologies in an attempt to achieve desired results in emerging markets.

This paper identifies the need for clarity or understanding of culture when crossing cultural boundaries in particular West vs East through the use of new and social media within emerging markets.

Emerging technologies have the potential to significantly change the way people work and function, with tremendous impacts on people and the societies in which they live. For emergency management practice, efficient and effective use of emerging technologies can save both lives and property, while also improving the way emergency managers communicate with the populations they serve. However, the use of emerging technologies can also have negative and unforeseen consequences. Thus, it is essential to have a comprehensive understanding of how emerging technologies function as a communications and information-sharing tool to improve the practice of emergency management.

Furthermore, as with the emergence of any new technology, social justice issues must be considered. For example, is an emerging technology affordable enough for all to use, or does the technology add to the so-called “digital divide,” increasing the gap between the haves and have-nots? Or does the emerging technology serve as an equalizer, providing access and availability for all socio-economic status groups? This chapter serves as an introduction to these issues and how they impact emergency management practice in a discussion of how the communication process functions, how emerging technologies impact communication strategies in emergency management, and the importance of including a social justice framework in emergency management operations and plans to understand how these emerging technology tools can be used to keep people and property safe from disasters.

Despite the potential of social media in emerging markets (EMs), only a few studies published in high-quality information systems (IS) journals that have addressed issues related to social media in the context of EMs. The purpose of this paper is to analyse existing research related to social media published in high-quality IS journals for exploring initial research trends, emerging themes, limitations and future research directions in the context of EMs.

This study conducted a systematic review of 22 articles on social media, which were published in the “Senior Scholars Basket of IS Journals and Information Systems Frontiers” from 1997 to 2017. Manual literature search approach (i.e. screening through the table of contents of each journal) was employed to identify relevant articles. The content of relevant articles was systematically analysed and synthesised along with keyword analysis to understand research trends on social media related issues in the EMs context.

The study identified four major themes from existing research on the social media in the context of EMs, namely: social media frameworks; social media and consumers; social media and organisations; and social media and society with the majority of the studies focussing on consumers. A single subject was found as the major limitation with studies analysed focussing on single platform/country/domain hindering the generalisability whereas including a new exogenous variable to improve the validity of existing studies emerged as main future research direction.

This study conducted literature review on social media in EMs, which have not been undertaken yet. Moreover, it employed manual search (an effort and time-intensive approach) to overcome the shortcomings of keyword search to identify, locate, select and analyse the social media literature in the context of EMs.

This paper explores the differences between communicating with consumers in emerging economies compared with those in more developed economies. The nature of emerging markets is discussed in order to highlight differences that may impact on communication with buyers in those markets. One of the critical differences is that of culture and a comparison is undertaken between developed and emerging markets in respect of the variables highlighted by both Trompenaars and Hampden‐Turner and Hofstede. Other differences discussed relate to political and legal, economic, infrastructural and educational factors. Then a typical communications model used in international marketing is discussed in terms of its applicability to emerging markets. Finally, a future research direction is proposed.

The paper intends to explore the role and function of citizen-led social media forums in the marketing of political discourse. Using the entrepreneurial marketing (EM) perspective of “co-creation of value”, this paper aims to explore the manner in which consumers of political communications in a specific region have created user generated value via setting up Facebook forums to manage the risk created by fake news and the trust deficit between citizens and mainstream media (MSM).

The paper adopts a “netnographic” approach to investigation and the data is analysed manual coding (Kozinets, 2015). Facebook groups form the virtual research field in in the context of this study. This approach is adopted because in a social media environment, netnography capitalises over a growing virtual and online communities and allows researchers to study the richness of these online communities (Mkono and Markwell, 2014).

The study provides insights on how administrators and moderators of Facebook groups create value for other users by identifying and communicating the risks emerging from social media-based political communication. The study finds that such citizen-led initiatives act as online social aggregators. The value that such groups offer its users/members resides within a well-bound, controlled and moderated online medium that encourages users to counter fake news and misinformation – thereby solving a key problem within the user market i.e. citizen-media trust deficit.

The study uses a qualitative, netnographic approach and the emerging insights cannot be generalised. The emergent findings are specific to the context of this study and researchers are encouraged to further test the propositions emerging from this research in varied contexts.

The study extends the application of EM in political contexts using the seven dimensions of EM, which will provide impetus for future political campaigns in terms of unique value creation for publics. The paper also emerges with the role citizen-initiated forums can play in the effective dissemination of digital political communication as user generated content is aiding political debate.

The study helps highlight the role Facebook forums can play in informing the political discourse within a region. The general distrust amongst the citizens over information produced by MSM has meant vocal critics have taken to Facebook to provide their subjective opinions. Although the findings of this study show that such forums can help identify “fake news” and help citizens discuss and debate the truth, it can also become an avenue to manage propaganda amongst the “unaware” citizens. This paper flags up the issues and benefits of using Facebook forums and in conclusion relates them to similar occurrences of the past to make society aware of the pitfalls of managed propaganda.

The paper takes initiative in investigating the use of social media in politics from the citizens’ perspective, which is comparatively marginalised against the number of studies taking place, which investigate the political party end use of social media for political marketing.

Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream.

This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions.

The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating.

Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings.

Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users.

The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic).