COBRA (consumer theory)

COBRA (consumer's online brand related activities) is a theoretical framework related to understanding consumer's behavioural engagement with brands on social media. COBRA in literature is defined as “ set of brand-related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption, contribution, and creation of media content.” Examples of COBRAs include watching, sharing, "Liking", and creating brand-related content on social network sites.