Exploring the industry-level social media practices: toward a theory of association affordance

Social media platforms have been widely adopted by firms. Yet, research has failed to provide an indepth understanding of social media collective practices in an industry level. This study utilises the case of a well-established hashtag and analyse it in terms of its content and structure. To theorise the collective social media practices, we explore the social media affordance of association in terms of four types or relationships in the networks. The study shows how social media affordances can lead to collaboration and engagement of community of practitioners in co-creation of information.