Social media platforms are ubiquitous and have significantly changed how individuals communicate with one another, which has profound implication on business and society (Dwivedi et al., 2018). These platforms have become integral part of our daily lives and people rely on them for every need, ranging from daily news and updates on critical events to entertainment, connecting with family and friends, reviews and recommendations on products or services and keeping up with the latest in fashion to name a few (Kapoor et al., 2018). The average time spent by individuals in social media platforms across the globe has steadily increased from just an hour and 30 minutes in 2012 to 2 hours and 23 minutes in 2019 (Ennis-O'Connor, 2019). Moreover, organisations spend on social media advertising is estimated to overtake print ad for the first time in 2019 (McCarthy, 2019)

Every day, more information is generated by individuals through their social networks, in the form of user generated content, text, images, video, audio or a combination of them to express their opinions, relate facts that are happening at that moment or show situations of interest. This provides new avenues for research like Big Data, in terms of analysis and interpretation of huge volume of information flowing through social network. Although social media platforms offer numerous advantages, it is equally important to consider the disadvantages of such platforms. These platforms have been often used as medium for spreading fake news, hate speech, cyberbullying, and misrepresentation, while over usage leads to addiction and negative psychological consequences. Therefore, there is necessity for researchers to understand appropriate usage of social media platforms that could inform business, governments, and policy makers to ensure carful balancing of professionalism and freedom of speech (Dwivedi et al., 2018).