Consumers' Online Brand-Related Activities (COBRA): Article Review

Today's brands aim to increase their market share by following different marketing strategies in which they rely on market study.With developments in the field of communications, social media has become the focus of attention for brands.Therefore, many brands have sought to adopt marketing strategies through social media, the effects of which may have a positive or negative impact on the brand.There are numerous scholarly studies that have examined consumers' online brand-related activities (COBRA) in terms of their influence on customers' motivations for interacting with the brand on social media and their subsequent impact on the brand.Although it is increasingly important for companies to study the downstream effects of online consumer brand-related activities (COBRA), there is still no systematic review of it.To correct this knowledge gap, we conducted a systematic literature review to fill this knowledge gap.Among (2,500( papers in the database, our study examined (12) papers on COBRA's subsequent effects on the brand, based on six categories identified by our analysis of the literature: brand awareness, brand attitude, brand loyalty, customer satisfaction, brand equity, Brand trust.