Bridging social capital through the use of social networking sites: A systematic literature review

Abstract

ABSTRACT The purpose of this study is to find out the impact of the use of social networking sites (SNS) use on bridging social capital (BRS). This paper also aimed to identify the popular medium used for developing BRS. A systematic literature review (SLR) was performed by following the preferred reporting items for systematic reviews and meta-analyses (PRISMA). This SLR was conducted based on Scopus, Web of Science and Google Scholar to collate and synthesize the findings of published studies by 2021. During the reported period, 29 quantitative studies fall under the inclusion criterion. The generalized findings indicated that SNS use has a significant and positive impact on bridging social capital (BRS). The relationship between SNS use and bridging capital is stronger in Western countries as compared to Eastern countries. Facebook is the mostly used medium for developing bridging social capital. Social networking sites (SNSs) offer a platform to develop new relations and strengthen weak ties. It also prioritized SNS-based social interaction for developing weak bonds, which further help to form bridging social capital within online communities. These findings support media designers in highlighting cultural differences while designing SNSs based applications. This is one of the first attempts to accumulate systematically published literature in the area of study during the reported period. The study’s outcomes are result-oriented contributions for marketers in developing marketing agendas and strategies compatible with consumer preferences while designing and improving SNS based information systems.