Introducing COBRAs

By D. Muntinga, Marjolein Moorman, Edith G. Smit. 2011

928 citations recorded by the source corpus.

Subfields: Communication, Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a80192a082c74181438f517f5223da8af8aee8ab

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Citations in the corpus

Engagement-Based Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry (2018, methodology): “Additionally, engagement level and type of social media use were operationalized using the two dimensions of Men and Tsai (2013) study (i.e., passive and active use of social media), which was based on a previous study by Muntinga, Moorman, and Smit (2011).”
Online engagement factors on Facebook brand pages (2013, background): “In addition, Muntinga et al. (2011) report remuneration through sweepstakes as the third and least frequently mentioned motivation for engagement (Muntinga et al. 2011).”
Examining online social brand engagement: a social presence theory perspective (2017, background): “In this vein, social media use is not limited to just sharing content (e.g., pictures), networking with friends and strangers, but also provides avenues to continuously interact with brands and share experiences to deepen consumer-brand relationships (Ashley and Tuten, 2015; Muntinga et al., 2011).”
Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media (2018, background): “The main hedonic motivations are the desire for entertainment, escape, variety, and cognitive stimulation (Hamilton et al., 2016; Muntinga et al., 2011).”
Who “Likes” You … and Why? A Typology of Facebook Fans (2014, background): “• Consumers’ motivations for engaging in brand content on social media (Muntinga, Moorman, and Smit, 2011): Extending beyond Facebook “likes,” this study presented a broader typology of consumers’ online brand-related activities (Cobra), including consuming (e.g., reading reviews), contributing…”
The Role of Social Media Content Format and Platform in Users’ Engagement Behavior (2021, methodology): “Some users expect to gain a reward, such as a monetary incentive, job-related benefit, or personal needs (Muntinga et al., 2011).”
Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention (2017, background): “More recently, scholarly research has used UGT to examine consumers’ goal-directed consumption behavior in the context of SNSs (e.g., Chi, 2011; Kwon et al., 2014; Muntinga et al., 2011; Papacharissi and Mendelson, 2011; Taylor et al., 2012).”
The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions (2021, neutral): “Using social-media platforms, such as Facebook, Instagram, and WeChat, consumers seek useful and relevant information on the brands of interest, interact with marketers, and share opinions with like-minded peers (Muntinga et al., 2011).”