Abstract

Given the potential impact of market mavens' use of social media marketing on consumer behavior towards fashion products, it is crucial to understand the role of market mavenism in a model that explains the intention to use social media for sharing fashion-related product/marketplace information. Thus, the purpose of the study was to investigate (a) the impact of market mavenism and fashion involvement on motivations for sharing fashion-related information with others and (b) the influence of motivation variables and the technology acceptance model's belief and attitude variables on the intention to use social media to disseminate fashion-related information. The results indicated that market mavenism is positively associated with fashion involvement and two motivations for fashion-related information provision, the sense of pleasure from helping and obligation. Moreover, these two motivations, perceived enjoyment, and attitude toward social media had positive influences on the intention to use social media to disseminate fashion-related information.

Highlights

  • Market mavens—knowledgeable individuals who frequently gather and share information about goods and marketplaces (Feick & Price, 1987)—may extend their word-of-mouth (WOM) communication through online social networks, such as Facebook, Instagram, and Twitter

  • Given that intrinsic motivations affect use of social media (Akrimi & Khemakhem, 2012), market mavens are motivated by pleasure from helping others and a sense of obligation to share marketplace information, and these motivations are seen as essential to understanding behavior of market mavens (Price et al, 1995; Walsh et al, 2004), the present study examined pleasure from helpfulness and sense of obligation as antecedent variables of social media acceptance

  • Females were the focus of the study, because females are more likely than males to be market mavens (Goldsmith, Clark, & Goldsmith, 2006)

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Summary

Introduction

Market mavens—knowledgeable individuals who frequently gather and share information about goods and marketplaces (Feick & Price, 1987)—may extend their word-of-mouth (WOM) communication through online social networks, such as Facebook, Instagram, and Twitter. Given a market maven’s product/marketplace knowledge, propensity to share this knowledge, and associated trustworthiness due to their altruistic motivations (Price, Feick, & Guskey, 1995; Walsh, Gwinner, & Swanson, 2004), market mavens may have a salient bearing on consumer purchase decisions It appears there is scant research (e.g., Barns & Pressey, 2012) that examines a market maven’s tendency to use social media for information provision behavior (i.e., sharing information with others; Slama & Williams, 1990). The purpose of this study is to provide insight into factors affecting market mavens’ acceptance of social media as an instrument for fashion-related information provision

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