Paper Title
Developing A Data Analytics Framework for Research in Social Media Use

The wide use and unprecedented impact of social media represents a unique opportunity for both academic and business communities of information systems (IS). Due to the large volume, variety, and complexity of the data, however, the appropriate research variables and models of social media use along with the systematic tracking and analysis processes and approaches (social media analytics) are still rare in the area. Based on an extensive literature review, this paper proposes a research model outlining key variables and relationships of social media use. Further mapping the research model, the paper develops an architectural framework for social media analytics integrating technical configurations of Hadoop/MapReduce, cloud computing, R, SQL, NoSQL, Tableau, Python programming, and other associated technologies and applications. Contributions of this paper to IS research and practice are discussed. Keywords - Social Media, Information Systems, Data Analytics, Architectural Framework, Research Model.