Conceptualising social media: a new understanding of the literature through the 8Cs of social media

Raechel JOHNS, Birgit MUSKAT, Matthias MUSKAT

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review


Researchers have eagerly researched social media; however there has been a lack of direction in these publications, with replications of studies or studies making little to no theoretical contribution to the literature. There is, however, a call for papers which make more of a contribution toward understanding social media. This paper provides a review of the literature relating to social media. It makes a contribution by developing the 8C’s of Social Media – Community; Communication; Conversation; Co-creation; Cutting-edge; Customised; Credibility and Culture. As this paper is a meta-analysis of literature, it is essential to undertake further research and ideas for this are provided.
Original languageEnglish
Title of host publicationMarketing Relevance : 47th Academy of Marketing Conference 2013 : Papers
EditorsAnne Marie Doherty
Place of PublicationCardiff, Wales
PublisherUniversity of South Wales
Number of pages7
ISBN (Print)9781909838000
Publication statusPublished - 2013
EventAcademy of Marketing: Marketing Relevance - Cardiff, Cardiff, United Kingdom
Duration: 8 Jul 201311 Jul 2013


ConferenceAcademy of Marketing
Country/TerritoryUnited Kingdom
OtherIn 2013, the University of South Wales hosted the Academy of Marketing Conference in Cardiff. The theme of the conference was Marketing Relevance which explored the relevance of marketing within the broader disciplinary agenda, as well as academic marketing’s relevance to practice. As marketing academics strive to publish in the higher ranked journals, increasingly they are returning to mother disciplines in Management, History, Geography, Psychology, Sociology and other areas. At the same time, the impact agenda with its focus on practice is an increasingly important challenge. How is Marketing as an academic subject area rising to these challenges and making itself relevant in an ever changing dynamic environment?Cardiff provided the exciting location where we explored these themes and challenges. Hosted by the University of South Wales, the conference took place in one of our constituent colleges, the prestigious Royal Welsh College of Music and Drama, situated in the heart of the city, close to Cardiff Castle, the National Museum, City Hall and overlooking Bute Park
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