What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion

Emerald - Tập 21 Số 2 - Trang 109-122 - 2004
Gianfranco Walsh1, Kevin P. Gwinner2, Scott R. Swanson3
1Assistant Professor, Department of Marketing II, University of Hanover, Hanover, Germany.
2Associate Professor, Department of Marketing, College of Business Administration, Kansas State University, Manhattan, Kansas, USA.
3Associate Professor, Department of Marketing, College of Business and Economics, University of Wisconsin‐Whitewater, Whitewater, Wisconsin, USA.

Tóm tắt

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.


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Emerald

Tập 21 Số 2

109-122

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