Introducing COBRAs: Exploring motivations for brand-related social media use

Daniël G. Muntinga, Marjolein Moorman and Edith G. Smit

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.

Introducing COBRAs: Exploring motivations for brand-related social media use

Daniël G. Muntinga, Marjolein Moorman and Edith G. SmitUniversity of Amsterdam

Introduction

The rise of Web 2.0 technologies has led to a wealth of social media websites, popular examples of which are YouTube, Twitter and Facebook. These platforms provide many opportunities for internet users to share and create content about anything, including brands. Social media have thereby transformed online consumer behaviour (Kaplan & Haenlein 2010), which has important consequences for firms, products and brands. Depending more and more on each other than on companies for information,...

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