Social media theory in public relations: A curation of a neglected topic in public relations research

Social media has emerged as a very popular topic in public relations research but building social media theory seems to have been almost neglected. In this curation, we explore recent attempts to develop social media theory in public relations while focusing on the various characteristics and conceptualizations of research. We explore recent theoretical work published in Public Relations Review that features theoretical perspectives of social media. This curation offers a thematic analysis of the current research initiatives. We also specify potential future directions in theory building and discuss how future theory public relations development and refinement should address social media.