Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/33796
DC FieldValueLanguage
dc.contributor.authorMelanthiou, Yioula-
dc.contributor.authorUzunboylu, Naziyet-
dc.contributor.authorVrontis, Demetris-
dc.contributor.authorPapasolomou, Ioanna-
dc.contributor.editorZarkada, Anna K.-
dc.date.accessioned2025-01-23T09:25:08Z-
dc.date.available2025-01-23T09:25:08Z-
dc.date.issued2024-07-02-
dc.identifier.citationMarketing Solutions to the Challenges of a VUCA Environment. GMA-GAMMA 2023. Springer Proceedings in Business and Economics.en_US
dc.identifier.isbn9783031584282-
dc.identifier.urihttps://hdl.handle.net/20.500.14279/33796-
dc.description.abstractOver 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.isoenen_US
dc.rights© 2024 The Author(s), under exclusive license to Springer Nature Switzerland AGen_US
dc.rights.urihttp://creativecommons.org/publicdomain/zero/1.0/*
dc.subjectCOBRAsen_US
dc.subjectSystematic literature reviewen_US
dc.subjectConsumers’ online brand-related activitiesen_US
dc.titleThe Growing Complexity of COBRAs: A Systematic Reviewen_US
dc.typeBook Chapteren_US
dc.collaborationCyprus University of Technologyen_US
dc.collaborationUniversity of Nicosiaen_US
dc.subject.categoryMedia and Communicationsen_US
dc.journalsSubscriptionen_US
dc.countryCyprusen_US
dc.subject.fieldSocial Sciencesen_US
dc.publicationPeer Revieweden_US
dc.relation.conference2023 GMA-GAMMA Joint Symposiumen_US
dc.identifier.doi10.1007/978-3-031-58429-9_7en_US
cut.common.academicyear2023-2024en_US
dc.identifier.spage103en_US
dc.identifier.epage122en_US
item.grantfulltextnone-
item.languageiso639-1en-
item.openairecristypehttp://purl.org/coar/resource_type/c_3248-
item.openairetypebookPart-
item.cerifentitytypePublications-
item.fulltextNo Fulltext-
crisitem.editor.deptDepartment of Communication and Marketing-
crisitem.editor.facultyFaculty of Communication and Media Studies-
crisitem.editor.orcid0000-0002-9382-6412-
crisitem.editor.parentorgFaculty of Communication and Media Studies-
crisitem.author.deptDepartment of Communication and Marketing-
crisitem.author.facultyFaculty of Communication and Media Studies-
crisitem.author.orcid0000-0002-1551-9820-
crisitem.author.parentorgFaculty of Communication and Media Studies-
Appears in Collections:Κεφάλαια βιβλίων/Book chapters
Κεφάλαια βιβλίων/Book chapters
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