Consumers’ Online Brand-Related Activities (COBRAs) On Social Media: Consumer Gratifications and Brand Consequences

Parisa Siasi (), Jean-Luc Herrmann () and Mathieu Kacha ()
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Parisa Siasi: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Keywords: Consumers’ Online Brand Related Activities; Uses and Gratifications Theory; Social Media; Remuneration; Social Integrity; Customer Engagement; Consumer-Brand Interaction; Electronic Word-Of-Mouth; Purchase Intention; Social Media Marketing (search for similar items in EconPapers)
Date: 2024-05-22
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Published in 2024 Academy of Marketing Science Annual Conference (10th AMS Doctoral Consortium), May 2024, Coral Gables, Florida, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04646891

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