Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/33796
Title: | The Growing Complexity of COBRAs: A Systematic Review |
Authors: | Melanthiou, Yioula Uzunboylu, Naziyet Vrontis, Demetris Papasolomou, Ioanna |
Editors: | Zarkada, Anna K. |
Major Field of Science: | Social Sciences |
Field Category: | Media and Communications |
Keywords: | COBRAs;Systematic literature review;Consumers’ online brand-related activities |
Issue Date: | 2-Jul-2024 |
Source: | Marketing Solutions to the Challenges of a VUCA Environment. GMA-GAMMA 2023. Springer Proceedings in Business and Economics. |
Start page: | 103 |
End page: | 122 |
Conference: | 2023 GMA-GAMMA Joint Symposium |
Abstract: | Over the last decade, consumers’ online brand-related activities (COBRAs) have attracted the attention of researchers in relation to their motives or outcome for the brand. However, the corpus of literature on COBRAs still is at a nascent stage and has created new opportunities pertaining to knowledge development. Undoubtedly, in order to guide future research and further its development, there is a clear need for some structure through the mapping of the research terrain. Thus, a systematic review methodology was performed producing a topquality pool of 35 papers that forge a robust understanding of this phenomenon. This research is the first study to perform a systematic review to examine the literature on COBRAs. Based on this, the findings contribute to theoretical knowledge, with extensive opportunities for generating novel theory and new forms of marketing practices. |
URI: | https://hdl.handle.net/20.500.14279/33796 |
ISBN: | 9783031584282 |
DOI: | 10.1007/978-3-031-58429-9_7 |
Rights: | © 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG |
Type: | Book Chapter |
Affiliation : | Cyprus University of Technology University of Nicosia |
Publication Type: | Peer Reviewed |
Appears in Collections: | Κεφάλαια βιβλίων/Book chapters Κεφάλαια βιβλίων/Book chapters |
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