Abstract
Market mavens are considered to be an ideal target for communicating marketing mix changes within social networks when these changes span multiple product categories and involve something more than new product introduction (Feick & Price, 1987). Despite their value, the Internet commerce literature has been slow to develop ways to electronically identify and differentiate market mavens from other online community members. This study utilizes prior research into the characteristics and motivations of the market maven to propose online behaviors within the context of virtual communities (e.g., HowardForums.com) that will helpful for identifying and targeting online market mavens. The managerial implications of being able to identify e-Mavens are discussed along with areas for future research.
| Original language | English |
|---|---|
| Pages (from-to) | 55-70 |
| Number of pages | 16 |
| Journal | Academy of Marketing Studies Journal |
| Volume | 14 |
| Issue number | 1 |
| State | Published - 2010 |