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Social Media DNA: How Brand Characteristics Shape COBRAs

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Advances in Advertising Research (Vol. III)

Part of the book series: European Advertising Academy ((EAA))

Abstract

As online platforms such as Facebook, Twitter, and YouTube have greatly expanded people’s opportunities to communicate with each other about brands the social media phenomenon has established a new dynamic in the area of marketing communications (Dholakia and Durham, Kaplan and Haenlein,). Consumers have become a brand’s most important persuasion vehicle. Instead of passively receiving marketer-generated content consumers in social media era actively advocate (or, for that matter, thrash) brands by engaging in online activities centred around brands and brand-related content. For instance, they share the videos that other consumers have uploaded on Absolut Vodka’s YouTube channel, talk with other consumers about IKEA on Twitter, or upload pictures of their newly purchased Converse sneakers to Facebook, where their new pride is their peers to see and awe upon.

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Author information

Authors and Affiliations

  1. University of Amsterdam

    Daniel G. Muntinga

  2. University of Amsterdam

    Edith Smit

  3. University of Amsterdam

    Marjolein Moorman

Authors
  1. Daniel G. Muntinga
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  2. Edith Smit
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  3. Marjolein Moorman
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Editor information

Editors and Affiliations

  1. European University Viadrina Frankfurt (Oder), Frankfurt, Germany

    Martin Eisend

  2. Bergische University Wuppertal, Wuppertal, Germany

    Tobias Langner

  3. Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden

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Muntinga, D., Smit, E., Moorman, M. (2012). Social Media DNA: How Brand Characteristics Shape COBRAs. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_10

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