As we get immersed into the constantly evolving digital realms characteristic of the fourth industrial revolution (4IR), researchers are deluged by the unprecedented volumes of big social data that are constantly generated. To help sift through this wave of raw data, Introduction to Social Media Research: Theory and Application is an excellent guide that maps the social media research journey. Written by an experienced local and international multidisciplinary team, the 11 chapters include in-depth, easy to understand explanations of the many complexities of social media research. The text guides the reader through the theoretical, paradigmatic, and practical aspects of the social media research process and cover qualitative, quantitative and mixed-methods research designs. The editors and authors have extensive experience in research methodology and communication research and a vested interest in how technologies affect knowledge acquisition. The various case studies and best practice examples that complement the chapters will equip the user to conduct social media research in a scientific and systematic manner. Introduction to Social Media Research: Theory and Application is a comprehensive text focusing on all aspects of the social media research process for academics, students (undergraduate or postgraduate) and practitioners conducting social media research.