Relevance of big and thick social media data to businesses: A systematic review

The rapid proliferation of social media has generated an immense volume of data, offering valuable insights for businesses across various sectors. This systematic review explores the roles and implications of big data, particularly social big data and thick data, in social media, highlighting their potential applications for enhancing business strategies and performance. The review synthesises findings from 148 scholarly articles, focusing on definitions, challenges, and opportunities associated with these data types. It identifies significant applications in areas such as business strategy, healthcare, hospitality, and telecommunications while also addressing gaps in under-represented fields. The analysis reveals a dominance of qualitative research approaches, with a growing trend toward mixed methods and quantitative studies post-2016. By combining big data’s breadth with the qualitative richness of thick data, businesses can achieve a comprehensive understanding of consumer behaviours, preferences, and values. This integration facilitates improved decision-making, competitive advantage, and customer satisfaction. The study concludes with recommendations for future research, emphasising the need for more quantitative studies and the exploration of applications in emerging domains like smart cities and tourism.