Development of a conceptual framework to investigate work-life balance of social media managers

Social media has not only revolutionised the ways in which people interact but influenced many aspects of daily life. For organisations, social media can effectively facilitate goals such as brand awareness, communication, and collaboration. To help establish their social media strategies and manage related social media activities, a novel work role has been introduced: the social media manager. Social media managers are vital to organisations as content creators and mediators of social media use. While bringing significant advantages to organisations, they also encounter critical challenges in disconnecting from what is a typically 24/7 responsibility. However, little research has been conducted on this occupation to understand their experienced work situation, job/wider satisfaction, and well-being. This paper presents a systematic literature review exploring social media managers roles and the work-life balance literature, culminating with a conceptual framework that can be used to guide empirical inquiry.