Abstract :

The Rapid Expansion Of Social Media Has Transformed The Way Consumers Interact With Brands, Evaluate Products, Share Experiences, And Make Purchasing Decisions. Consumers Are No Longer Merely Passive Recipients Of Marketing Communication; They Activelyparticipate In Brand-relatedconversations, Share Opinions,create Content, And Influence The Perceptions And Decisions Of Other Consumers. Consumers Online Brand-Related Activities (COBRAs) Provide A Useful Conceptual Framework For Understanding These Behaviours Through Three Dimensions: Consumption, Contribution, And Creation. This Conceptual Paper Examines How These Three Forms Of Online Brand-related Activitymay Influence Consumer Brand Engagement, Brand Loyalty, And Purchase Intention. Drawing On The Literature On Consumer Engagement, Social Media Marketing, Brand Relationships, And Online Consumer Behaviour, The Paper Develops An Integrated Conceptual Framework Connecting COBRAs With Important Consumer And Marketing Outcomes. It Proposes That The Three Dimensions Of COBRAs Can Contribute Differently To Brand Engagement And That Engagement May Serve As A Mechanism Linking Online Activities With Brand Loyalty And Purchase Intention. The Paper Also Considers The Potential Roles Of Brand Trust, Perceived Authenticity, Electronic Word-of-mouth, And Consumer Involvement. The Framework Offers Theoretical Insights For Understanding Digital Consumer Behaviour And Practical Guidance For Marketers Seeking To Develop Meaningful, Sustainable Consumer–brand Relationships. The Study Concludes By Identifying Propositions And Directions For Future Empirical Investigation.

Published:

21-9-2026

Issue:

Vol. 26 No. 9 (2026)

Page Nos:

517-529

Section:

Articles

License:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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