- Social media DNA: how brand characteristics shape COBRAs
- Advances in Advertising Research
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
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.
- go to publisher's site
- Proceedings title: Current insights and future trends
Place of publication: Wiesbaden
Editors: M. Eisend, T. Langner, S. Okazaki
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.