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The Growing Complexity of COBRAs: A Systematic Review

In: Marketing Solutions to the Challenges of a VUCA Environment

Author

Listed:
  • Naziyet Uzunboylu

    (University of Nicosia)

  • Demetris Vrontis

    (University of Nicosia)

  • Yioula Melanthiou

    (Cyprus University of Technology)

  • Ioanna Papasolomou

    (University of Nicosia)

Abstract

Over the last decade, consumers’ online brand-related activities (COBRAs) have attracted the attention of researchers in relation to their motives or outcome for the brand. However, the corpus of literature on COBRAs still is at a nascent stage and has created new opportunities pertaining to knowledge development. Undoubtedly, in order to guide future research and further its development, there is a clear need for some structure through the mapping of the research terrain. Thus, a systematic review methodology was performed producing a top-quality pool of 35 papers that forge a robust understanding of this phenomenon. This research is the first study to perform a systematic review to examine the literature on COBRAs. Based on this, the findings contribute to theoretical knowledge, with extensive opportunities for generating novel theory and new forms of marketing practices.

Suggested Citation

  • Naziyet Uzunboylu & Demetris Vrontis & Yioula Melanthiou & Ioanna Papasolomou, 2024. "The Growing Complexity of COBRAs: A Systematic Review," Springer Proceedings in Business and Economics, in: Anna Zarkada (ed.), Marketing Solutions to the Challenges of a VUCA Environment, pages 103-122, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-58429-9_7
    DOI: 10.1007/978-3-031-58429-9_7
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