IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i23p15636-d982922.html
   My bibliography  Save this article

Selected Differences and Relationships of Consumers’ Online Brand-Related Activities and Their Motives

Author

Listed:
  • Ľudovít Nastišin

    (Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia)

  • Radovan Bačík

    (Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia)

  • Mária Tomášová

    (Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia)

  • Marek Pavlinský

    (Faculty of Management and Business, University of Prešov, 080 01 Prešov, Slovakia)

Abstract

The main goal of the paper is to assess the statistical significance of the differences in the motives and activities of COBRAs in the context of the frequency of use of these platforms and also the driving forces and motivations behind the brand-related activities. The importance of consumers’ online brand-related activities (COBRAs) as relevant factors in managerial and marketing practice is undeniable. In addition, this area is only at the beginning of research coverage, and thus defines a research gap for us. The dataset used hereunder is based on data acquired from a standardized questionnaire discussing the above-mentioned activities and motives. In total, the questionnaire was filled in by 401 respondents. The analysis made use of the Kruskal–Wallis H test to detect differences and the Spearman’s rho coefficient to detect relationships. Based on this, several statistically significant differences and relationships were identified in all cases. The most important implications drawn pertain to differences in the social-interaction motives on all platforms studied, the highest rate of concurrence, at the level of 3–4 h, spent on these platforms, as well as relationships with a strong correlation coefficient in content-creation activities and content-contribution activities on all social media platforms. Even though these findings require further analysis, they prove a valuable insight into the topic.

Suggested Citation

  • Ľudovít Nastišin & Radovan Bačík & Mária Tomášová & Marek Pavlinský, 2022. "Selected Differences and Relationships of Consumers’ Online Brand-Related Activities and Their Motives," Sustainability, MDPI, vol. 14(23), pages 1-10, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:15636-:d:982922
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/23/15636/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/23/15636/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Viktória Ali Taha & Tonino Pencarelli & Veronika Škerháková & Richard Fedorko & Martina Košíková, 2021. "The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    2. Fischer, Eileen & Reuber, A. Rebecca, 2011. "Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?," Journal of Business Venturing, Elsevier, vol. 26(1), pages 1-18, January.
    3. Gerrath, Maximilian H.E.E. & Biraglia, Alessandro, 2021. "How less congruent new products drive brand engagement: The role of curiosity," Journal of Business Research, Elsevier, vol. 127(C), pages 13-24.
    4. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    2. Enesiti Chirume, 2021. "The Impact of Social Media in Disseminating Information to Small-Scale Businesses in Chinhoyi, Zimbabwe," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(2), pages 109-118, February.
    3. Faseeh Amin Beig & Mohammad Furqan Khan, 2018. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook," Vision, , vol. 22(3), pages 264-275, September.
    4. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    5. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
    6. Faseeh Amin Beig & Mohammad Furqan Khan, 2022. "Romancing the Brands on Social Media," Global Business Review, International Management Institute, vol. 23(3), pages 841-862, June.
    7. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    8. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    9. Shaheer, Noman Ahmed & Li, Sali, 2020. "The CAGE around cyberspace? How digital innovations internationalize in a virtual world," Journal of Business Venturing, Elsevier, vol. 35(1).
    10. Minguez, Ana & Javier Sese, F., 2022. "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits," Journal of Business Research, Elsevier, vol. 148(C), pages 356-367.
    11. Prabal Chakraborty & Moumita Poddar, 2020. "Role of Multiple Stakeholders in Value Co-creation and Effects on Medical Tourism," Jindal Journal of Business Research, , vol. 9(1), pages 18-26, June.
    12. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    13. Eman Abdelhamid Hasnin, 2018. "A Mediating Role of Customer Value Between Customer Engagement and Loyalty: An Applied Study in Commercial Banks in Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 136-144, March.
    14. Yuemei Ding & Dequan Zheng & Xiaoyu Niu, 2023. "Collaborative Green Innovation of Livestock Product Three-Level Supply Chain Traceability System: A Value Co-Creation Perspective," Sustainability, MDPI, vol. 16(1), pages 1-28, December.
    15. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    16. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    17. Agnieszka Izabela Baruk, 2021. "Relationships between Final Purchasers and Offerors in the Context of Their Perception by Final Purchasers," Energies, MDPI, vol. 14(11), pages 1-15, June.
    18. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    19. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    20. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:15636-:d:982922. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.