Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRA: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. DOI:10.2501/IJA-30-1-013-046

Abstract: The article examines the use of social media by Internet users related to advertising and marketing, called “consumers’ online brand-related activities (COBRA).” Interviews are conducted with such Internet users through instant messaging as to their motivations for engaging with brands and brand name products through social media. It was found that a desire for information, a desire for entertainment and the possibility of reward were the primary motivations for COBRA activity by Internet users, with entertainment being the primary motivation for the generation of brand-related social media content.

Link: http://dare.uva.nl/en/record/421496