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,...