Introducing COBRAs

  title={Introducing COBRAs},
  author={Daniel G. Muntinga and Marjolein Moorman and Ellen Smit},
  journal={International Journal of Advertising},
  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… Expand
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