Piehler, Rico; Schade, Michael; Kleine-Kalmer, Barbara; … - In: European Journal of Marketing 53 (2019) 9, pp. 1833-1853
Purpose: This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs)....