Consumers' Online Brand Related Activities in the Context of Their Motives and Outcomes: Case Study of the Social Network YouTube

This study analyzes consumers' online brand related activities (COBRAs) on the social network YouTube. These activities include consuming, contributing and creating brand-related content. The goal was to assess the effects of COBRAs on motives and the outcome for the brand in the form of word-of-mouth. The paper analyzed the primary data of a standard-designed questionnaire filled in by 346 respondents. In order to meet the goal, the paper employed business factor analysis and subsequently also PLS PM modelling equations. The significance of the selected trajectories analyzed was observed in the case of all four motives and also in terms of the impact on the brand in the form of word-of-mouth. The results were also interpreted in the context of the existing research. The analysis showed that the most effective motives with a significant trajectory for all three types of COBRAs are social interaction and remuneration. The results of our findings are among the first to confirm this concept on the social network YouTube.