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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
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    References listed on IDEAS

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    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. 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.
    3. 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.
    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.
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