词条 | COBRA (consumer theory) |
释义 |
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. Doing so, consumers are consuming brand-related media; 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. References1. ^{{Cite journal|last=Shao|first=Guosong|date=2009|title=Understanding the appeal of user-generated media: a uses and gratification perspective|journal=Internet Research|language=en|volume=19|issue=1|pages=7–25|doi= 10.1108/10662240910927795|issn=1066-2243}} {{marketing-stub}}2. ^1 {{Cite journal|last=Muntinga|first=Daniël G.|last2=Moorman|first2=Marjolein|last3=Smit|first3=Edith G.|date=2011|title=Introducing COBRAs: Exploring motivations for brand-related social media use|journal=International Journal of Advertising|language=en|volume=30|issue=1|pages=13–46|doi= 10.2501/IJA-30-1-013-046|issn=1759-3948}} 3. ^1 2 {{Cite journal|last=Schivinski|first=Bruno|last2=Christodoulides|first2=George|last3=Dabrowski|first3=Dariusz|date=2016-03-01|title=Measuring Consumers' Engagement With Brand-Related Social-Media Content|url=http://www.journalofadvertisingresearch.com/content/56/1/64|journal=Journal of Advertising Research|language=en|volume=56|issue=1|pages=64–80|doi=10.2501/JAR-2016-004|issn=0021-8499}} 4. ^{{Cite journal|last=Shao|first=Guosong|date=2009-01-30|title=Understanding the appeal of user‐generated media: a uses and gratification perspective|journal=Internet Research|volume=19|issue=1|pages=7–25|doi=10.1108/10662240910927795|issn=1066-2243}} 4 : Consumer behaviour|Social media|Brand management|Brands |
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