Table 1.

Seven social media building blocks (Kietzmann et al., 2011).

Building block	Description
Identity	Social media users reveal their identities to other users, but every user differs in how much they reveal about themselves.
Conversations	Social media is designed for communication with other users. The conversations may happen due to many reasons, including building self-esteem and positioning oneself as a presenter of innovative ideas or trending information.
Sharing	Social media is designed to share, exchange, distribute and receive content.
Presence	Social media affordances include features to ascertain the availability and accessibility of other users.
Relationships	Social media provides opportunities for connectedness, and this block represents the degree to which users are connected to other users.
Reputation	Social media users have a concern about how they are perceived by others. Reputation can be seen as a matter of trust.
Groups	Social media groups represent the intrinsic need of users to be members of online social groups.