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1 – 10 of 508
Article
Publication date: 1 March 2004

Gianfranco Walsh, Kevin P. Gwinner and Scott R. Swanson

With growing competition and the increasing complexity of commercial information, interpersonal communication continues to be important to marketers. Market mavens, those…

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Abstract

With growing competition and the increasing complexity of commercial information, interpersonal communication continues to be important to marketers. Market mavens, those consumers with general product knowledge that act as disseminators of product information, play a central role in influencing others’ purchase decisions. Previous research, which has focused on mavens’ demographics and media consumption, has neglected the motives that drive these consumer communicators. From a survey of 326 consumers, we explore how those respondents ranked high on the maven scale differ in terms of their motivations to engage in word‐of‐mouth behavior from those scoring lower on the maven scale. Our results indicate that market mavens, compared with moderate and non‐mavens, are motivated to a greater extent by a sense of obligation to share information, a desire to help others, and feelings of pleasure associated with informing others about products. The relationship between initial information diffusion, maven group, and the investigated motivations are also explored. Implications for marketers targeting mavens are offered.

Details

Journal of Consumer Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 29 August 2023

Angie Lee and Ann Marie Fiore

The purpose of this study was to understand factors affecting market mavens' use of social media for fashion-related information provision. The study examined market mavens'…

Abstract

Purpose

The purpose of this study was to understand factors affecting market mavens' use of social media for fashion-related information provision. The study examined market mavens' motivations to share fashion-related information. Specifically, this study investigates the impact of their motivations (i.e. pleasure from helping, a sense of obligation) and technology acceptance model variables (i.e. beliefs about and attitude toward using social media) on intention to use social media for sharing fashion-related information.

Design/methodology/approach

An online survey yielded 862 responses from US female respondents. A subset (N = 307) representing those high in market mavenism was used for the study. Structural equation modeling was employed for the analysis.

Findings

The results confirmed that market mavens were driven by pleasure from helping and a sense of obligation to share fashion-related information. These motivations and attitude toward using social media to disseminate fashion-related information positively influenced market mavens' intention to use it to disseminate fashion-related information. Furthermore, belief variables (i.e. perceived usefulness, ease of use and enjoyment associated with social media) indirectly impacted this intention.

Originality/value

The study adds to the scant research examining market mavens' motivations for sharing fashion-related information with others and their intention to use social media. It provides valuable insights for fashion retailers looking to enhance the impact of social media marketing through the deployment of market mavens – very knowledgeable, motivated and trusted consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 10 July 2017

Alan M. Collins and Richard G. George

The purpose of this paper is to investigate whether or not mavens’ dissemination activities are likely to promote or hinder retailers’ store brand premiumisation attempts, by…

Abstract

Purpose

The purpose of this paper is to investigate whether or not mavens’ dissemination activities are likely to promote or hinder retailers’ store brand premiumisation attempts, by revealing the relationship between mavens’ price and non-price on-pack extrinsic cue search and their store brand purchasing behaviours.

Design/methodology/approach

The paper adopts a hypothetic-deductive approach and develops a model of mavens’ store brand purchasing behaviour. The model is tested using SEM on a US data set containing 457 respondents. A full discussion of the direct, indirect and total effects is provided.

Findings

Mavens’ store brand purchasing behaviours are strongly linked to their price search activities and negatively related to their use of non-price on-pack extrinsic cues. This indicates that their dissemination activities are likely to stress lower prices and hence price competition rather than promote other cues used to infer quality. Thus, mavens are likely to inhibit retailers’ store brand premiumisation attempts. Mavens’ investments in time engaged in search activities are strongly linked to social returns rather than private financial savings.

Research limitations/implications

The work is based on data collected using an online survey in one region of the USA where store brands are not as prevalent in other countries such as the UK.

Practical implications

The investigation of non-price on-pack extrinsic cues reduces mavens’ store brand purchasing behaviours while the use of price cues increases them. This suggests that even with mavensmarket expertise that a non-price extrinsic cue deficit continues to exist for these products. Consequently, retailers need to re-examine and rework the cues contained on pack to convey more positive consumption-related information if mavens are to become store brand advocates.

Originality/value

Rather than conceptualising the maven as possessing market wide knowledge, this research adopts a domain specific perspective arguing that price mavenism can be distinguished from product-related mavenism with consequences for the set of extrinsic cues used as part of the maven’s search process. In doing so, it reveals the conflicting effects that these maven dimensions have on purchasing behaviours and the likely effects on mavens’ dissemination activities.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 7/8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 October 2005

Tim Christiansen and David J. Snepenger

Thrift shopping (the buying of previously owned products) provides products and shopping pleasure for consumers of all economic levels, however, little is known about how…

2927

Abstract

Purpose

Thrift shopping (the buying of previously owned products) provides products and shopping pleasure for consumers of all economic levels, however, little is known about how information regarding thrift shopping is acquired by consumers. This research aims to investigate whether there may be a “thrift maven,” someone who could and does transmit information about the thrift market to other individuals.

Design/methodology/approach

A scale was developed from previous research to identify thrift mavens. Data were collected via survey to see if the scale could be used to segment the market and to assess differences in the mavens' demographics and shopping patterns.

Findings

The study found the scale valid and useful. Thrift mavens were found to have lower household incomes, but were as likely to be male as female. This finding was surprising since thrift shopping is a more difficult method of acquiring products, and males in the USA are notable for their dislike of the task of shopping. The study also found that thrift mavens both shop and purchase from thrift outlets more frequently than non‐mavens.

Research limitations/implications

This was a single study in a single setting. Future research should examine whether this type of individual exists across a range of living conditions (e.g. rural, urban settings) as well as examining such areas as the type of behaviors mavens may engage in to assist fellow thrift shoppers.

Originality/value

The value of this paper is in identifying a segment of consumers who may be key informants for other consumers interested in thrift shopping. Thrift outlets typically have a limited promotional budget, at best, and thrift mavens would be a key resource to identify and encourage to shop at the outlet in order to pass on information.

Details

Journal of Consumer Marketing, vol. 22 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 24 September 2018

William Darley and Jeen-Su Lim

Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of…

Abstract

Purpose

Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of physical market maven to online channel. A conceptual model capturing the links among information seeking tendency, physical market maven, e-shopping attitude and e-satisfaction as determinants of e-maven propensity is developed and tested.

Design/methodology/approach

Survey data from 199 adult consumers were collected and analyzed using structural equation modeling with multi-group analysis.

Findings

The results show the direct and indirect effects of physical market maven on e-maven propensity. Additionally, the relationship between physical market maven and e-maven propensity is moderated by e-shopping intensity such that the relationship is stronger for the high e-shopping intensity group than for the low e-shopping intensity group.

Practical implications

In a multi-channel environment, being able to share marketplace information across different channels takes on greater significance. Developing a customized strategy in managing e-word-of-mouth and e-maven behaviors within the context of the level of consumers’ e-shopping intensity is needed. E-mavens could be invited not only to serve as co-creators but also as significant influencers for a company’s products and services.

Originality/value

The study draws an interesting parallel between physical mavens and their online characteristics, as well as captures the conditions under which transferability of physical maven behavior to online channel occurs. Two distinct patterns are exhibited depending on the level of e-shopping intensity.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 1 August 1995

Terrell G. Williams and Mark E. Slama

The market maven is looked to by others for a wide variety ofproduct, price, brand, and shopping information. The market maven scaleand questions regarding the importance of…

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Abstract

The market maven is looked to by others for a wide variety of product, price, brand, and shopping information. The market maven scale and questions regarding the importance of various evaluative criteria applied when selecting brands and stores for a variety of consumer products was administered to 306 couples with husbands and wives responding independently. Demographic data suggested that mavens identified were similar to those found in other studies. Although the relationship varied by product and criterion, mavens generally ascribed more importance to evaluative criteria than did nonmavens. Mavenism was found to relate to the importance placed on brand and retail store evaluative criteria differently for men and women. Mavenism among women was associated with greater concern for both brand and store evaluative criteria while mavenism among men was generally associated with a greater emphasis on brand evaluative criteria.

Details

Journal of Consumer Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 27 September 2023

Alhamzah F. Abbas, Muddasar Ghani Khwaja, Amir Zaib Abbasi and Athar Hameed

The purpose of this study is to examine the relationships between market mavenism, tourists’ cocreation experience, loyalty and the mediating role of travel incentives in the…

Abstract

Purpose

The purpose of this study is to examine the relationships between market mavenism, tourists’ cocreation experience, loyalty and the mediating role of travel incentives in the post-COVID-19 tourism environment in the context of vaxication intentions in Turkey.

Design/methodology/approach

This study used covariance-based structural equation modeling to empirically test the proposed hypotheses. A total of 348 respondents participated in the survey.

Findings

The findings of this study support the assumption that market mavenism (MM) engage in cocreating and sharing travel experiences (CCTE). Furthermore, the study reveals that market mavens tend to demonstrate loyalty (LTY) toward service providers when engaging in cocreation with travel industry professionals. In addition, the study establishes the significant mediating effect of travel incentives (TI) between MM and vaxication intention (VI).

Research limitations/implications

The study uses the theory of planned behavior to examine tourists’ intentions for vaxication and the psychological factors influencing their decisions, while also using the macro–micro theory to explore industry-level factors like market mavens and customer engagement, leading to a comprehensive understanding of COVID-19 vaccination and tourism behavior. Further research is needed to address limitations such as country diversity, multiple locations and service providers, online behavior analysis, authenticity perception and identification of market mavens’ personality traits and travel preferences.

Originality/value

This study contributes to the scholarly literature in several ways. First, it explores the influence of market mavens on tourism experience cocreation and customer loyalty during the postpandemic era. Second, it empirically examines the mediating role of travel incentives, adding to the understanding of market mavens and vaccination intentions. Lastly, the study addresses the implications during and after the COVID-19 for managers and service providers in the tourism industry.

Details

Consumer Behavior in Tourism and Hospitality, vol. 18 no. 4
Type: Research Article
ISSN: 2752-6666

Keywords

Article
Publication date: 29 April 2021

Sajad Rezaei and Ree Chan Ho

This study aims to examine the asymmetrical relationships among information-sharing desire, moral attitudes, lack of concern, relative advantage, market maven tendency and…

Abstract

Purpose

This study aims to examine the asymmetrical relationships among information-sharing desire, moral attitudes, lack of concern, relative advantage, market maven tendency and complexity as the antecedents of E-waste-word of mouth (EW-WOM) generation.

Design/methodology/approach

To obtain a holistic view and the interrelationships between conditions, the configural analysis was conducted to assess the asymmetrical relationships using fuzzy set qualitative comparative analysis (fs/QCA). In addition, construct validity, reliability and symmetrical relationships between antecedent conditions (i.e. exogenous constructs) and outcome conditions (i.e. endogenous constructs) are examined using variance-based structural equation modeling (VB-SEM) technique.

Findings

Results imply that market maven tendency accounts for 86.8% of the sum of the memberships in EW-WOM generation. In total, 11 configurations show sufficiency in constructing EW-WOM generation. The configuration of relativeadvanta*moralattitudes*marketmaventend shows the highest consistency value (0.939684) in producing EW-WOM generation (outcome condition). The ∼relativeadvanta *moralattitudes*complexity*∼lackfconcern with raw coverage of 0.626757 and consistency value of 0.864088 show the most sufficient configuration path in producing the outcome.

Originality/value

Product review and recommendation are easily shared in various communication formats and consumers are prone to disseminate information and their experiences with other market segments. However, the role and phenomena of such viral communication in preventing environmental issues caused by electronic and electrical devices (i.e. E-waste) are not well understood. This study is among a few attempts at understanding consumer's decision-making process to engage in E-waste activities such as the reduction of garbage, recycling, compositing and the reuse of electronic or electrical devices.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0343

Details

Online Information Review, vol. 45 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

Open Access
Article
Publication date: 31 May 2021

Zheng Shen

This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on…

15433

Abstract

Purpose

This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement.

Design/methodology/approach

A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model.

Findings

The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media.

Originality/value

This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Book part
Publication date: 29 December 2016

Manuela López, María Sicilia and Carmen Hidalgo-Alcázar

Companies are interested in engaging consumers in spreading the word about their products or brands. Although more and more studies are analysing word of mouth marketing (WOMM)…

Abstract

Purpose

Companies are interested in engaging consumers in spreading the word about their products or brands. Although more and more studies are analysing word of mouth marketing (WOMM), the topic is still very recent, thus very little is known about how to develop a WOMM campaign effectively. This chapter develops a literature review on WOMM in social media for better understanding on how to manage WOMM.

Methodology/approach

The studies reviewed have allowed us to identify the main decisions that should be taken when planning a WOMM campaign: the selection of the seed, the type of message and the inclusion of incentives.

Findings

We identify the two types of objectives that companies can follow with WOMM: information diffusion or consumers’ persuasion. Depending on the campaign objectives, the strategy to be used in order to be successful is different.

Social implications

This chapter can be useful to both, marketers, by showing them how to develop a WOMM campaign effectively; and researchers, by showing them the main gaps on WOMM that should be addressed in future studies.

Originality/value

This is one of the first attempts to review the literature and organize knowledge on WOMM. Concepts that have been treated as synonymous by many researchers such as opinion leaders, market mavens, innovative consumers, and hubs are clarified and distinguished one from the other which may help in improving previous knowledge on this field.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

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