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COBRA Branding Approach

   

Definition: the COBRA Branding Approach is a behavioral construct which provides a simple but comprehensive unifying framework to view consumers' engagement with brand-related content on social media platforms along a continuum of varying kinds and degrees of activity.
In the COBRA typology, consumers' online brand-related activities can be grouped into three dimensions, namely (from passive to active): Consuming, Contributing, and Creating.


   
   
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