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Jain, V., & Jain, P. (2022). Big Social Data. In R. G. Segumpan & J. S. A. Zahari, Mixed Methods Perspectives on Communication and Social Media Research (pp. 235–254). Routledge. https://doi.org/10.4324/9781003265887-17


The twenty-first century has witnessed a wide variety of digitally connected platforms for mutual communication, collaboration, and creative expression (Dabbagh & Kitsantas, 2012). The Internet revolution has provided an unprecedented integration of gadgets and applications (Al-Badi et al., 2020). Subsequently, a wide portal has been opened with the advent of social media. People from across the globe can easily interact with like-minded individuals within a short span of time. In estimation, the social network penetration rate (Figure 14.1) has touched 50% worldwide (Tankovska, 2021)