Construct · 1 fields · 1 citations

consumers' online brand-related activities: a standalone construct

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Advertising

a typology of brand-related social media use ranked by activeness as consuming, contributing and creating, with information, entertainment and social motives.

In advertising, consumers' online brand-related activities refers to a typology of brand-related social media use ranked by activeness as consuming, contributing and creating, with information, entertainment and social motives. This meaning comes from Muntinga (2011) in International Journal of Advertising.[1]

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Nearby constructs

information4 fields · 5 citationsjingle · one word, four constructs social media1 fields · 1 citationsanchor · a standalone construct typology4 fields · 4 citationsjingle · one word, four constructs

References

Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://doi.org/10.2501/ija-30-1-013-046

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