Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages

Rico Piehler*, Michael Schade, Barbara Kleine-Kalmer, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Abstract

This article investigates consumers’ motivations as antecedents and word of mouth as a consequence of consumers’ online brand-related activities (COBRAs) on SNS brand pages.
Original languageEnglish
Title of host publicationUnderstanding complexity, transforming the marketplace
Subtitle of host publicationProceedings of the 2019 AMA Winter Academic Conference
EditorsSon K. Lam, Markus Giesler, Xueming Luo
Place of PublicationChicago
PublisherAmerican Marketing Association
PagesCFC-18-CFC-19
Number of pages2
Volume30
ISBN (Print)9780877570035
Publication statusPublished - 2019
Externally publishedYes

Keywords

  • social media
  • social networking sites
  • brand pages
  • consumer motivations
  • consumers’ online brand-related activities
  • consumer behavior

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