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

Rico Piehler; Michael Schade; Barbara Kleine-Kalmer; Christoph Burmann

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 proceeding › Conference abstract › peer-review

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 language	English
Title of host publication	Understanding complexity, transforming the marketplace
Subtitle of host publication	Proceedings of the 2019 AMA Winter Academic Conference
Editors	Son K. Lam, Markus Giesler, Xueming Luo
Place of Publication	Chicago
Publisher	American Marketing Association
Pages	CFC-18-CFC-19
Number of pages	2
Volume	30
ISBN (Print)	9780877570035
Publication status	Published - 2019
Externally published	Yes

Keywords

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

Cite this

Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2019). Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages. In S. K. Lam, M. Giesler, & X. Luo (Eds.), Understanding complexity, transforming the marketplace: Proceedings of the 2019 AMA Winter Academic Conference (Vol. 30, pp. CFC-18-CFC-19). American Marketing Association.

Piehler, Rico ; Schade, Michael ; Kleine-Kalmer, Barbara et al. / Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages. Understanding complexity, transforming the marketplace: Proceedings of the 2019 AMA Winter Academic Conference. editor / Son K. Lam ; Markus Giesler ; Xueming Luo. Vol. 30 Chicago : American Marketing Association, 2019. pp. CFC-18-CFC-19

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title = "Antecedents and consequences of consumers{\textquoteright} online brand-related activities (COBRAs) on SNS brand pages",

abstract = "This article investigates consumers{\textquoteright} motivations as antecedents and word of mouth as a consequence of consumers{\textquoteright} online brand-related activities (COBRAs) on SNS brand pages.",

keywords = "social media, social networking sites, brand pages, consumer motivations, consumers{\textquoteright} online brand-related activities, consumer behavior",

author = "Rico Piehler and Michael Schade and Barbara Kleine-Kalmer and Christoph Burmann",

year = "2019",

language = "English",

isbn = "9780877570035",

volume = "30",

pages = "CFC--18--CFC--19",

editor = "Lam, {Son K.} and Markus Giesler and Xueming Luo",

booktitle = "Understanding complexity, transforming the marketplace",

publisher = "American Marketing Association",

address = "United States",

}

Piehler, R, Schade, M, Kleine-Kalmer, B & Burmann, C 2019, Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages. in SK Lam, M Giesler & X Luo (eds), Understanding complexity, transforming the marketplace: Proceedings of the 2019 AMA Winter Academic Conference. vol. 30, American Marketing Association, Chicago, pp. CFC-18-CFC-19.

Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages. / Piehler, Rico; Schade, Michael; Kleine-Kalmer, Barbara et al.
Understanding complexity, transforming the marketplace: Proceedings of the 2019 AMA Winter Academic Conference. ed. / Son K. Lam; Markus Giesler; Xueming Luo. Vol. 30 Chicago: American Marketing Association, 2019. p. CFC-18-CFC-19.

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

TY - CHAP

T1 - Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages

AU - Piehler, Rico

AU - Schade, Michael

AU - Kleine-Kalmer, Barbara

AU - Burmann, Christoph

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

KW - social media

KW - social networking sites

KW - brand pages

KW - consumer motivations

KW - consumers’ online brand-related activities

KW - consumer behavior

UR - https://www.ama.org/wp-content/uploads/2019/02/2019-AMA-Winter-Academic-Conference.pdf

M3 - Conference abstract

SN - 9780877570035

VL - 30

SP - CFC-18-CFC-19

BT - Understanding complexity, transforming the marketplace

A2 - Lam, Son K.

A2 - Giesler, Markus

A2 - Luo, Xueming

PB - American Marketing Association

CY - Chicago

ER -

Piehler R, Schade M, Kleine-Kalmer B, Burmann C. Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages. In Lam SK, Giesler M, Luo X, editors, Understanding complexity, transforming the marketplace: Proceedings of the 2019 AMA Winter Academic Conference. Vol. 30. Chicago: American Marketing Association. 2019. p. CFC-18-CFC-19

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

Abstract

Keywords

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