Introducing COBRAs

Motivation for Individuals’ Involvement With Fan Pages

“…This finding is consistent with De Vries et al (2012). The information content describes the ability of a fan page to provide information that acts as an important reason for people to use social networking sites (Liao et al, 2011), to participate in virtual communities (Dholakia et al, 2004), to contribute to Facebook (Park et al, 2009), and consume content about related brands (Muntinga et al, 2011). Therefore, based on the findings of the research, the study concluded that individuals would have more positive attitudes towards informative fan pages, as compared to noninformative ones.…”

“…Information searches explain the reason people consume a certain brand's content (Muntinga et al, 2011). Therefore, if the brand's posts contain information about the brand or product, then the motivation of the brand's fans to participate or consume the content are fulfilled.…”

Does a Virtual Like Cause Actual Liking? How Following a Brand's Facebook Updates Enhances Brand Evaluations and Purchase Intention

“…Indeed, sales, discounts and special offerings are frequently mentioned reasons to follow a brand in social media (e.g, Edison Research, 2012). And although consuming brand related information in social media appears to be mainly predicted by needs for information and entertainment, at least some consumers like a page because of the direct benefits a brand offers (Muntinga, Moorman & Smit, 2011; see also Hennig-Thurau et al, 2004;Wang & Fesenmaier, 2003 The present study aims to answer this question by comparing the brand evaluations of a target brand over time in a pre-post measure design with a one month interval. In the design we compared a control group (non Facebook followers), and a group of consumers who already follow the brand's Facebook page and chose to do so themselves (current followers), with a randomly selected group of consumers who were instructed to 'like' the brand's Facebook page and thus follow its posts (new followers).…”

Blog Content Management in Shaping Pro Recreational Attitudes

“…On the other hand, Muntinga et al (2011) presents a typology of the social networks users' activity based on the level of consumption of the provided elements of the content without distinction of the affective stage, indicating:…”

“…To describe the activity of users of social media, among others, AIDAT models (see Charlesworth 2012) and Consumers' online corporate-related activities -COBRA (Muntinga et al 2011) are used. The AIDAT model is a version of the model of consumer behaviour AIDA (see Strong 1925) extended by a single component.…”