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    Typologia aktywnśoci online konsumenta w zakresie marki

    Schivinski, Bruno and Łukasik, P. (2015) Typologia aktywnśoci online konsumenta w zakresie marki. Marketing i Rynek 12 (3), pp. 20-27. ISSN 1231-7853.

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    The Web 2.0 provides unlimited means for consumers to interact, express, share, and create content about products and brands. Such consumers’ online brand-related activities (COBRAs) are of great value to companies. This article makes a first effort to fully classify such activities in three main categories (i.e. consumption, contribution, and creation), therefore originating an extensive typology of COBRAs. To uncover all the potential COBRAs on Internet, three distinguished qualitative research methods were used (bulletin boards with people that consume and create online brand-related content, online depth interviews with consumers, and netnography). The authors provide practitioners with insights into consumer behavior about products and brands on Internet. Research limitations and guidelines for further research are also included in this article.


    Item Type: Article
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Bruno Schivinski
    Date Deposited: 09 Oct 2017 12:21
    Last Modified: 02 Aug 2023 17:36


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