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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