@inproceedings{02316406715d4f4eb8b4db6f12ca9b8f,
title = "The Growing Complexity of COBRAs: A Systematic Review",
abstract = "Over the last decade, consumers{\textquoteright} 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 top-quality 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.",
keywords = "COBRAs, Consumers{\textquoteright} online brand-related activities, Systematic literature review",
author = "Naziyet Uzunboylu and Demetris Vrontis and Yioula Melanthiou and Ioanna Papasolomou",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.; Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2023 ; Conference date: 20-07-2023 Through 23-07-2023",
year = "2024",
doi = "10.1007/978-3-031-58429-9\_7",
language = "English",
isbn = "9783031584282",
series = "Springer Proceedings in Business and Economics",
publisher = "Springer Nature",
pages = "103--122",
editor = "Anna Zarkada",
booktitle = "Marketing Solutions to the Challenges of a VUCA Environment - Proceedings of the 2023 GMA-GAMMA Joint Symposium, 2023",
address = "Taiwan, Province of China",
}