Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/33796
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Melanthiou, Yioula | - |
dc.contributor.author | Uzunboylu, Naziyet | - |
dc.contributor.author | Vrontis, Demetris | - |
dc.contributor.author | Papasolomou, Ioanna | - |
dc.contributor.editor | Zarkada, Anna K. | - |
dc.date.accessioned | 2025-01-23T09:25:08Z | - |
dc.date.available | 2025-01-23T09:25:08Z | - |
dc.date.issued | 2024-07-02 | - |
dc.identifier.citation | Marketing Solutions to the Challenges of a VUCA Environment. GMA-GAMMA 2023. Springer Proceedings in Business and Economics. | en_US |
dc.identifier.isbn | 9783031584282 | - |
dc.identifier.uri | https://hdl.handle.net/20.500.14279/33796 | - |
dc.description.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. | en_US |
dc.language.iso | en | en_US |
dc.rights | © 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG | en_US |
dc.rights.uri | http://creativecommons.org/publicdomain/zero/1.0/ | * |
dc.subject | COBRAs | en_US |
dc.subject | Systematic literature review | en_US |
dc.subject | Consumers’ online brand-related activities | en_US |
dc.title | The Growing Complexity of COBRAs: A Systematic Review | en_US |
dc.type | Book Chapter | en_US |
dc.collaboration | Cyprus University of Technology | en_US |
dc.collaboration | University of Nicosia | en_US |
dc.subject.category | Media and Communications | en_US |
dc.journals | Subscription | en_US |
dc.country | Cyprus | en_US |
dc.subject.field | Social Sciences | en_US |
dc.publication | Peer Reviewed | en_US |
dc.relation.conference | 2023 GMA-GAMMA Joint Symposium | en_US |
dc.identifier.doi | 10.1007/978-3-031-58429-9_7 | en_US |
cut.common.academicyear | 2023-2024 | en_US |
dc.identifier.spage | 103 | en_US |
dc.identifier.epage | 122 | en_US |
item.grantfulltext | none | - |
item.languageiso639-1 | en | - |
item.openairecristype | http://purl.org/coar/resource_type/c_3248 | - |
item.openairetype | bookPart | - |
item.cerifentitytype | Publications | - |
item.fulltext | No Fulltext | - |
crisitem.editor.dept | Department of Communication and Marketing | - |
crisitem.editor.faculty | Faculty of Communication and Media Studies | - |
crisitem.editor.orcid | 0000-0002-9382-6412 | - |
crisitem.editor.parentorg | Faculty of Communication and Media Studies | - |
crisitem.author.dept | Department of Communication and Marketing | - |
crisitem.author.faculty | Faculty of Communication and Media Studies | - |
crisitem.author.orcid | 0000-0002-1551-9820 | - |
crisitem.author.parentorg | Faculty of Communication and Media Studies | - |
Appears in Collections: | Κεφάλαια βιβλίων/Book chapters Κεφάλαια βιβλίων/Book chapters |
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This item is licensed under a Creative Commons License