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Social Media in Practice: How Configurations of Affordances Change Business Practices

This paper aims to explain how configurations of affordances of social media and mobile technologies change and shape business practices. The study draws upon the concept of affordances and the more recent perspectives around it that emphasises the practice lens. The concept of affordances has been used to explain the entanglement of the social and the material. However, the recent theoretical works around the concept suggest that the study of affordances should go beyond the affordances of a particular technology in a specific situated context. In this regard, this paper focuses on the configurations of affordances based on a framework proposed by Lindberg and Lyytinen (2013). The findings based on ethnographic and netographic observations, in this stage of the research, suggest that the ‘organisation domain’ plays an important role in how the ‘infrastructure domain’ puts into practice as the community of businesses shape their social media practices.