The UvA-LINKER will give you a range of other options to find the full text of a publication (including a direct link to the full-text if it is located on another database on the internet).
De UvA-LINKER biedt mogelijkheden om een publicatie elders te vinden (inclusief een directe link naar de publicatie online als deze beschikbaar is in een database op het internet).
faculty: "FMG" and publication year: "2011"
| Authors||D.G. Muntinga, M. Moorman, E.G. Smit|
|Title||Introducing COBRAs: exploring motivations for brand-related social media use|
|Journal||International Journal of Advertising|
|Faculty||Faculty of Social and Behavioural Sciences|
|Institute/dept.||FMG: Amsterdam School of Communication Research (ASCoR)|
|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.|
Use this url to link to this page: http://dare.uva.nl/en/record/421496
Contact us about this recordNotify a colleague
Add to bookbag