Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites

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

Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites

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

Original language	English
Title of host publication	Connect. Engage. Transform. ANZMAC 2018
Subtitle of host publication	Conference Proceedings
Editors	Jodie Conduit, Carolin Plewa, Dean Wilkie
Place of Publication	Adelaide
Publisher	Australian and New Zealand Marketing Academy (ANZMAC)
Pages	321
Number of pages	1
ISBN (Print)	9781877040658
Publication status	Published - 2018
Externally published	Yes
Event	Australia and New Zealand Marketing Academy Conference (ANZMAC 2018): Connect. Engage. Transform. - Adelaide, Australia Duration: 3 Dec 2018 → 5 Dec 2018

Conference

Conference	Australia and New Zealand Marketing Academy Conference (ANZMAC 2018)
Country/Territory	Australia
City	Adelaide
Period	3/12/18 → 5/12/18

Keywords

social networking sites
brand pages
consumer behaviour

Cite this

Piehler, Rico ; Schade, Michael ; Kleine-Kalmer, Barbara et al. / Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites. Connect. Engage. Transform. ANZMAC 2018: Conference Proceedings. editor / Jodie Conduit ; Carolin Plewa ; Dean Wilkie. Adelaide : Australian and New Zealand Marketing Academy (ANZMAC), 2018. pp. 321

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

keywords = "social networking sites, brand pages, consumer behaviour",

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

year = "2018",

language = "English",

isbn = "9781877040658",

pages = "321",

editor = "Jodie Conduit and Carolin Plewa and Dean Wilkie",

booktitle = "Connect. Engage. Transform. ANZMAC 2018",

publisher = "Australian and New Zealand Marketing Academy (ANZMAC)",

note = "Australia and New Zealand Marketing Academy Conference (ANZMAC 2018) : Connect. Engage. Transform. ; Conference date: 03-12-2018 Through 05-12-2018",

}

Piehler, R, Schade, M, Kleine-Kalmer, B & Burmann, C 2018, Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites. in J Conduit, C Plewa & D Wilkie (eds), Connect. Engage. Transform. ANZMAC 2018: Conference Proceedings. Australian and New Zealand Marketing Academy (ANZMAC), Adelaide, pp. 321, Australia and New Zealand Marketing Academy Conference (ANZMAC 2018), Adelaide, South Australia, Australia, 3/12/18.

Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites. / Piehler, Rico; Schade, Michael; Kleine-Kalmer, Barbara et al.
Connect. Engage. Transform. ANZMAC 2018: Conference Proceedings. ed. / Jodie Conduit; Carolin Plewa; Dean Wilkie. Adelaide: Australian and New Zealand Marketing Academy (ANZMAC), 2018. p. 321.

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 social networking sites

AU - Piehler, Rico

AU - Schade, Michael

AU - Kleine-Kalmer, Barbara

AU - Burmann, Christoph

PY - 2018

Y1 - 2018

KW - social networking sites

KW - brand pages

KW - consumer behaviour

UR - https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202018%20Proceedings.pdf

M3 - Conference abstract

SN - 9781877040658

SP - 321

BT - Connect. Engage. Transform. ANZMAC 2018

A2 - Conduit, Jodie

A2 - Plewa, Carolin

A2 - Wilkie, Dean

PB - Australian and New Zealand Marketing Academy (ANZMAC)

CY - Adelaide

T2 - Australia and New Zealand Marketing Academy Conference (ANZMAC 2018)

Y2 - 3 December 2018 through 5 December 2018

ER -

Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites

Conference

Keywords

Other files and links

Best Paper in Track Award – Digital Marketing and Social Media

Cite this

Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites

Conference

Keywords

Other files and links

Prizes

Best Paper in Track Award – Digital Marketing and Social Media

Cite this