Introducing COBRAs

@article{Muntinga2011IntroducingC,
  title={Introducing COBRAs},
  author={Daniel G. Muntinga and Marjolein Moorman and Edith G. Smit},
  journal={International Journal of Advertising},
  year={2011},
  volume={30},
  pages={13 - 46}
}
Social media websites such as Facebook, YouTube and Twitter provide unlimited means for internet users to interact, express, share and create content about anything, including brands. Such consumers’ online brand-related activities (COBRAs) have significant consequences for firms. To effectively anticipate and direct these consequences, understanding people’s motivations to engage in brand-related social media use is imperative. This article makes a first effort to come to such an understanding… 

Social media DNA: how brand characteristics shape COBRAs

As online platforms such as Facebook, Twitter, and YouTube have greatly expanded people’s opportunities to communicate with each other about brands the social media phenomenon has established a new

COBRAs on Facebook: Exploring Message Types and Consumer Contribution

To most effectively use social media, marketers should understand what types of content drive consumer engagement. Specifically, what types of brand messages elicit higher level consumer online

In Search of COBRAs-Understanding consumers ’ brand-related social media use

In the era of social media, customers are more empowered to affect their own and others’ consumer behavior than ever before. As the power is shifting from companies to customers, brands need to adapt

Exploring the Relationship Between Social Media and Social Influence

  • A. UsmanSebastian Okafor
  • Business
    Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
  • 2019
Online behavioral tailoring has become an integral part of online marketing strategies. Contemporary marketers increasingly seek to create an influential environment on social media to empower online

The Value of Marketer-Generated Content on Social Network Sites: Media Antecedents and Behavioral Responses

1.IntroductionSocial media websites attract millions of users, many of whom integrate the sites into their daily lives and business practices [Lueg et al. 2006; Okazaki 2009]. By January 2016,

The Dynamics of Social Media Marketing Content and Customer Retention

  • Michelle Willis
  • Business
    Leveraging Computer-Mediated Marketing Environments
  • 2019
Social media platforms are the key tools to facilitate online engagement; however, to stimulate a discussion, the content published on the platforms is significant as it must appeal to different

Fostering brand–consumer interactions in social media: the role of social media uses and gratifications

Purpose An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives of using

Online engagement factors on Facebook brand pages

This study analyzes the influencing factors in terms of characteristics of the content communicated by the company over the level of online customer engagement measured by number of likes, comments and shares, and interaction duration for the domain of a Facebook brand page to show that there is a different effect of the analyzed factors over individual engagement measures.
...

References

SHOWING 1-10 OF 79 REFERENCES

Why People Use Social Networking Sites

This study combines a large-scale quantitative and qualitative research design, by asking 1,200 SNS users an open question regarding their reasons for using SNSs, to contribute to the understanding of how to develop successful social networking online.

Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes

The analysis of the relationship between users' needs and civic and political participation indicated that, as predicted, informational uses were more correlated toivic and political action than to recreational uses.

Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other

You have been poked: Exploring the uses and gratifications of Facebook among emerging adults

An online survey among Facebook users at the University of North Carolina at Chapel Hill to examine why they use Facebook and how it fulfills their needs found Facebook appears to operate primarily as a tool for the facilitation of gossip.

Understanding the online consumer: A typology of online relational norms and behavior

Relational norms governing Web-based interaction provide the basis for a typology of relationship orientation manifested by consumers online. Clustering techniques are applied to survey data

Measuring Motivations for Online Opinion Seeking

ABSTRACT Online interpersonal influence or electronic word-of-mouth (“eWOM”) is an important aspect of ecommerce. Consumers give and seek opinions online in much the same way as they do offline,

Groundswell: Winning in a World Transformed by Social Technologies

Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their

Understanding the appeal of user-generated media: a uses and gratification perspective

It is argued that individuals take with UGM in different ways for different purposes: they consume contents for fulfilling their information, entertainment, and mood management needs; they participate through interacting with the content as well as with other users for enhancing social connections and virtual communities.

The Role of Status-Seeking in Online Communities: Giving the Gift of Experience

Using theories of status seeking and self-presentation, the ways in which consumers construct status in online consumer communities are investigated, revealing insights into the strategies behind constructing a digital status and the rise of online systems to promote celebrity status within online communities.
...