Projective Techniques for Understanding Cyber-Market Mavenism in Social Network Sites

Abstract

Purpose – The purpose of this study is to identify consumers called market mavens in cyberspace whose viewpoints influence the attitude and behavior of other consumers . Further , the research aim is to create a better understanding of antecedents and consequences such behavior . Design / methodology / approach – After making rapport , participants were given a blank sheet and were asked to depict a cyber- market maven together with the environment in which he / she lives and the things of which he / she thinks . After drawing , participants were interviewed to answer questions associating with the picture’s elements , and thematic analysis was used to interpreting data. Findings – Interpretation of data indicated that seven factors determining cyber mavenism as well as three factors affected by such behaviour. Practical implications- The study is useful to those e-businesses wishing to target a consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others , and use them as powerful sources in the context of co ‐ producing products . In addition , cyber- mavens can help e-businesses amplify their new customer acquisition efforts by indicating which customer groups they should target with referral reward programs . Originality / value – This study represents one of the first attempts to better understand how mavens behave in virtual world channels , and , by so doing , better inform our understanding of an important group of consumers , namely cyber- mavens . The paper could be of value to marketers and advertisers who target cyber- markets .