To validate the COBRAs framework, Schivinski, Christodoulides, and Dabrowski (2016) [3] developed a survey instrument to measure the consumer’s engagement with brand-related social-media content, based on three dimensions (i.e., consumption, contribution, and creation) established by Muntinga, Moorman, and Smit (2011).
Examples of the application of COBRAs follows:[3] Consumption: when consumers see a picture or watch a YouTube video displaying a specific brand, e.g., Harley Davidson or Coca-Cola.
Creation: when consumers decide to upload a picture of a brand or product on Facebook, they are creating brand-related content.
Researchers have demonstrated that COBRA is both an emotional [6] and cognitive process [7] that results from the consumer's interactions with brands on social media.
[8] In addition, it has been shown that COBRAs are differently motivated, depending on the specific type of social media platform.