Selected Differences and Relationships of Consumers’ Online Brand-Related Activities and Their Motives

Ľudovít Nastišin (), Radovan Bačík, Mária Tomášová and Marek Pavlinský
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Ľudovít Nastišin: Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia
Radovan Bačík: Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia
Mária Tomášová: Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia
Marek Pavlinský: Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia

Sustainability, 2022, vol. 14, issue 23, 1-10

Abstract: The main goal of the paper is to assess the statistical significance of the differences in the motives and activities of COBRAs in the context of the frequency of use of these platforms and also the driving forces and motivations behind the brand-related activities. The importance of consumers’ online brand-related activities (COBRAs) as relevant factors in managerial and marketing practice is undeniable. In addition, this area is only at the beginning of research coverage, and thus defines a research gap for us. The dataset used hereunder is based on data acquired from a standardized questionnaire discussing the above-mentioned activities and motives. In total, the questionnaire was filled in by 401 respondents. The analysis made use of the Kruskal–Wallis H test to detect differences and the Spearman’s rho coefficient to detect relationships. Based on this, several statistically significant differences and relationships were identified in all cases. The most important implications drawn pertain to differences in the social-interaction motives on all platforms studied, the highest rate of concurrence, at the level of 3–4 h, spent on these platforms, as well as relationships with a strong correlation coefficient in content-creation activities and content-contribution activities on all social media platforms. Even though these findings require further analysis, they prove a valuable insight into the topic.

Keywords: consumer; social media; activities; motives; analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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