ABSTRACT
This chapter looks at the social media content of companies and individual social media usage based on values but future research may look at the linguistic and value content of consumers’ social media posts. Social media provides a platform to develop a brand, interact with sports fans, or simply engage with other individuals. Values have received meaningful amounts of attention since their introduction into the marketing literature. Given the instantaneous nature and the interpersonal discussions, social media represents a great mechanism to convey values. A nationwide sample of individuals sheds some light on the relationship between values and social media usage. Companies should be aware of the value-laden content of their social media posts and how personal values are tied to social media usage. Continued research into the linguistic and value makeup of social media posts represents a strong direction for future research.
