Abstract
ABSTRACT The competitive levels in the higher education market have intensified over recent years. There is a need to develop innovative strategies for communicating the institution's value proposition. Market mavens play a significant role in the marketplace and can be part of a communication strategy. They are individuals who facilitate the exchange of information and willingly provide help to other marketplace participants. A sample of 346 responses from online students at a university in the southwestern United States was utilized. The results support the influence of affinity for technology in market mavenism in a higher education setting. In addition, the antecedents of self-efficacy, altruism, and marketplace involvement were confirmed to impact market mavenism. Market mavens communicate positive word-of-mouth, making them an attractive target for marketing communications. Higher education institutions have an opportunity to identify and focus on market mavens, who in turn can assist other students’ decision-making and give the institution a promotional advantage.
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