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COBRA (consumer theory)

January 01, 1970

COBRA (consumers' online brand related activities) is a theoretical framework related to understanding consumer's behavioural engagement with brands on social media.[1] [2] COBRA in literature is defined as a “set of brand-related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption, contribution, and creation of media content”. (Schivinski, Christodoulides, & Dabrowski, 2016, p. 66).[3]

Conceptually, the COBRAs concept draws from the work of Shao (2009).[4] The author explored boundaries, in which consumers engage with user-generated media. Shao (2009) suggested that people engage with such media in three ways: by consuming, by participating, and by producing brand-related media.

The concept was further investigated in a qualitative research conducted by Muntinga, Moorman, and Smit in 2011.[2] In their study, the researchers had analyzed data from 20 consumers and suggested three dimensions of analysis: consumption, contribution, and creation.

To validate the COBRAs framework, Schivinski, Christodoulides, and Dabrowski (2016) [3] developed a survey instrument to measure the consumer’s engagement with brand-related social-media content, based on three dimensions (i.e., consumption, contribution, and creation) established by Muntinga, Moorman, and Smit (2011). Examples of the application of COBRAs follows:[3]

Consumption: when consumers see a picture or watch a YouTube video displaying a specific brand, e.g., Harley Davidson or Coca-Cola. In doing so, consumers are consuming brand-related media;[5]

Contribution: when consumers engage with online brand-related media by commenting on a post or “Liking” a piece of content, they are moving from the stage of “observer” to a “media contributor”.

Creation: when consumers decide to upload a picture of a brand or product on Facebook, they are creating brand-related content.

Research on COBRA edit

Research on COBRA is rooted in engagement theories of marketing. Researchers have demonstrated that COBRA is both an emotional [6] and cognitive process [7] that results from the consumer's interactions with brands on social media. The type and intensity of the engagement with firms, services, brands, and products influence consumer behaviour in terms of consuming, contributing, and creation brand-related content on social media.[8]

In addition, it has been shown that COBRAs are differently motivated, depending on the specific type of social media platform.[9]

References edit

  1. ^ Shao, Guosong (2009). "Understanding the appeal of user-generated media: a uses and gratification perspective". Internet Research. 19 (1): 7–25. doi:10.1108/10662240910927795. ISSN 1066-2243. S2CID 17291486.
  2. ^ a b Muntinga, Daniël G.; Moorman, Marjolein; Smit, Edith G. (2011). "Introducing COBRAs: Exploring motivations for brand-related social media use". International Journal of Advertising. 30 (1): 13–46. doi:10.2501/IJA-30-1-013-046. ISSN 1759-3948. S2CID 82881875.
  3. ^ a b c Schivinski, Bruno; Christodoulides, George; Dabrowski, Dariusz (2016-03-01). "Measuring Consumers' Engagement With Brand-Related Social-Media Content". Journal of Advertising Research. 56 (1): 64–80. doi:10.2501/JAR-2016-004. ISSN 0021-8499. S2CID 167329509.
  4. ^ Shao, Guosong (2009-01-30). "Understanding the appeal of user‐generated media: a uses and gratification perspective". Internet Research. 19 (1): 7–25. doi:10.1108/10662240910927795. ISSN 1066-2243. S2CID 17291486.
  5. ^ Woodside, Arch G.; Sood, Suresh; Miller, Kenneth E. (February 2008). "When consumers and brands talk: Storytelling theory and research in psychology and marketing". Psychology and Marketing. 25 (2): 97–145. doi:10.1002/mar.20203.
  6. ^ Hollebeek, Linda D.; Glynn, Mark S.; Brodie, Roderick J. (2014-05-01). "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation". Journal of Interactive Marketing. 28 (2): 149–165. doi:10.1016/j.intmar.2013.12.002. hdl:10292/8516. ISSN 1094-9968. S2CID 9152905.
  7. ^ Schivinski, Bruno; Muntinga, Daan G.; Pontes, Halley M.; Lukasik, Przemyslaw (2019-02-10). "Influencing COBRAs: the effects of brand equity on the consumer's propensity to engage with brand-related content on social media" (PDF). Journal of Strategic Marketing. 29: 1–23. doi:10.1080/0965254X.2019.1572641. ISSN 0965-254X. S2CID 169721474.
  8. ^ Schivinski, Bruno (2019-09-05). "Eliciting brand-related social media engagement: A conditional inference tree framework". Journal of Business Research. 130: 594–602. doi:10.1016/j.jbusres.2019.08.045. ISSN 0148-2963. S2CID 203045048.
  9. ^ Buzeta, Cristian; De Pelsmacker, Patrick; Dens, Nathalie (2020-06-27). "Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)". Journal of Interactive Marketing. 52: 79–98. doi:10.1016/j.intmar.2020.04.004. hdl:10067/1700090151162165141. ISSN 1094-9968. S2CID 225024608.


 

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January 01, 1970
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COBRA consumers online brand related activities is a theoretical framework related to understanding consumer s behavioural engagement with brands on social media 1 2 COBRA in literature is defined as a set of brand related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption contribution and creation of media content Schivinski Christodoulides amp Dabrowski 2016 p 66 3 Conceptually the COBRAs concept draws from the work of Shao 2009 4 The author explored boundaries in which consumers engage with user generated media Shao 2009 suggested that people engage with such media in three ways by consuming by participating and by producing brand related media The concept was further investigated in a qualitative research conducted by Muntinga Moorman and Smit in 2011 2 In their study the researchers had analyzed data from 20 consumers and suggested three dimensions of analysis consumption contribution and creation To validate the COBRAs framework Schivinski Christodoulides and Dabrowski 2016 3 developed a survey instrument to measure the consumer s engagement with brand related social media content based on three dimensions i e consumption contribution and creation established by Muntinga Moorman and Smit 2011 Examples of the application of COBRAs follows 3 Consumption when consumers see a picture or watch a YouTube video displaying a specific brand e g Harley Davidson or Coca Cola In doing so consumers are consuming brand related media 5 Contribution when consumers engage with online brand related media by commenting on a post or Liking a piece of content they are moving from the stage of observer to a media contributor Creation when consumers decide to upload a picture of a brand or product on Facebook they are creating brand related content Research on COBRA editResearch on COBRA is rooted in engagement theories of marketing Researchers have demonstrated that COBRA is both an emotional 6 and cognitive process 7 that results from the consumer s interactions with brands on social media The type and intensity of the engagement with firms services brands and products influence consumer behaviour in terms of consuming contributing and creation brand related content on social media 8 In addition it has been shown that COBRAs are differently motivated depending on the specific type of social media platform 9 References edit Shao Guosong 2009 Understanding the appeal of user generated media a uses and gratification perspective Internet Research 19 1 7 25 doi 10 1108 10662240910927795 ISSN 1066 2243 S2CID 17291486 a b Muntinga Daniel G Moorman Marjolein Smit Edith G 2011 Introducing COBRAs Exploring motivations for brand related social media use International Journal of Advertising 30 1 13 46 doi 10 2501 IJA 30 1 013 046 ISSN 1759 3948 S2CID 82881875 a b c Schivinski Bruno Christodoulides George Dabrowski Dariusz 2016 03 01 Measuring Consumers Engagement With Brand Related Social Media Content Journal of Advertising Research 56 1 64 80 doi 10 2501 JAR 2016 004 ISSN 0021 8499 S2CID 167329509 Shao Guosong 2009 01 30 Understanding the appeal of user generated media a uses and gratification perspective Internet Research 19 1 7 25 doi 10 1108 10662240910927795 ISSN 1066 2243 S2CID 17291486 Woodside Arch G Sood Suresh Miller Kenneth E February 2008 When consumers and brands talk Storytelling theory and research in psychology and marketing Psychology and Marketing 25 2 97 145 doi 10 1002 mar 20203 Hollebeek Linda D Glynn Mark S Brodie Roderick J 2014 05 01 Consumer Brand Engagement in Social Media Conceptualization Scale Development and Validation Journal of Interactive Marketing 28 2 149 165 doi 10 1016 j intmar 2013 12 002 hdl 10292 8516 ISSN 1094 9968 S2CID 9152905 Schivinski Bruno Muntinga Daan G Pontes Halley M Lukasik Przemyslaw 2019 02 10 Influencing COBRAs the effects of brand equity on the consumer s propensity to engage with brand related content on social media PDF Journal of Strategic Marketing 29 1 23 doi 10 1080 0965254X 2019 1572641 ISSN 0965 254X S2CID 169721474 Schivinski Bruno 2019 09 05 Eliciting brand related social media engagement A conditional inference tree framework Journal of Business Research 130 594 602 doi 10 1016 j jbusres 2019 08 045 ISSN 0148 2963 S2CID 203045048 Buzeta Cristian De Pelsmacker Patrick Dens Nathalie 2020 06 27 Motivations to Use Different Social Media Types and Their Impact on Consumers Online Brand Related Activities COBRAs Journal of Interactive Marketing 52 79 98 doi 10 1016 j intmar 2020 04 004 hdl 10067 1700090151162165141 ISSN 1094 9968 S2CID 225024608 nbsp This marketing related article is a stub You can help Wikipedia by expanding it vte Retrieved from https en wikipedia org w index php title COBRA consumer theory amp oldid 1193878837, wikipedia, wiki, book, books, library,

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