Market Mavens Research Articles

Travel market maven in a traditional marketplace

AbstractMarket mavenism enhances the economic impacts of tourism. Using a convergent parallel mixed‐methods design, first, a quantitative study tests a conceptual model supported by goal‐setting theory to stimulate market mavenism in the traditional marketplace. Quantitative data are used to apply structural equation modeling and analysis of necessity to assess the sufficiency and necessity of market maven antecedents, respectively. The effect of nationality and travel types on the study variables are also investigated. Second, a qualitative study conducts interviews to explore mechanisms of market maven development through experience with the market in a traditional marketplace. Confusion proneness and choice confidence are sufficient and necessary predictors of market mavenism. Evaluation costs and final negative affect are sufficient but unnecessary to achieve market mavenism. Asian consumers receive a greater market maven experience compared to consumers from other regions.

دراسة تحليلية لسلوك المستهلك في الأسواق الحديثة

Quantitative research methods are crucial in understanding consumer behavior in modern markets. These methods involve collecting and analyzing numerical data to uncover patterns, trends, and correlations related to consumer preferences and choices. Researchers can gain insights into consumer identity, values, taste, consumption experiences, and even topics such as invisible brands, material culture, and fetishes in contemporary consumption by utilizing statistical models. Additionally, quantitative research methods allow for the examination of consumer sentiment, brand engagement, and market maven behavior, providing valuable information for marketers and businesses. The application of quantitative research methods in consumer behavior studies not only enhances our understanding of consumer preferences but also enables the integration of past findings with new observations, driving advancements in the field of consumer research. This integration is essential for effectively capturing the dynamic nature of consumer behavior, especially in response to global events and societal changes.

“Vanity fair on Instagram”: The roles of vanity, materialism, social comparison, Instagram usage intensity, and market mavenism in social commerce

The present article is an attempt to offer insights into interconnections among consumer personality, individual difference factors, Instagram usage behavior, and luxury fashion brand attitude in contemporary Web 2.0 technological environments. To this end, the study particularly focused on Instagram, a highly visual social media platform, mostly used in the form of a mobile app. Instagram fits the purpose of consumers’ vanity. Personality mechanisms, known to produce effects of personality traits on digital technology usage behaviors, that shape consumer behavior in the context of Instagram usage and luxury fashion brand consumption were examined. A cross-sectional survey was conducted among actual Instagram users recruited from M-Turk Prime Panel. A series of structural equation models (SEM) were estimated using Mplus 8. Two structural equation models are estimated: one with objective Instagram usage frequency, and the other with subjective Instagram usage intensity. Results show dynamic associations among Instagram users’ personality variables, individual difference factors, Instagram usage frequency/intensity, and luxury brand involvement. In light of the power of Instagram in luxury fashion branding, the current study proposes a variety of personality mechanisms and individual difference factors (vanity, materialism, social comparison orientation, obsessive-compulsive/impulsive buying tendency, and market mavenism) that shape Instagram users’ attitude toward and involvement with luxury fashion brands in Web 2.0 social commerce.

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

PurposeThe purpose of this study is to examine the relationships between market mavenism, tourists’ cocreation experience, loyalty and the mediating role of travel incentives in the post-COVID-19 tourism environment in the context of vaxication intentions in Turkey.Design/methodology/approachThis study used covariance-based structural equation modeling to empirically test the proposed hypotheses. A total of 348 respondents participated in the survey.FindingsThe findings of this study support the assumption that market mavenism (MM) engage in cocreating and sharing travel experiences (CCTE). Furthermore, the study reveals that market mavens tend to demonstrate loyalty (LTY) toward service providers when engaging in cocreation with travel industry professionals. In addition, the study establishes the significant mediating effect of travel incentives (TI) between MM and vaxication intention (VI).Research limitations/implicationsThe study uses the theory of planned behavior to examine tourists’ intentions for vaxication and the psychological factors influencing their decisions, while also using the macro–micro theory to explore industry-level factors like market mavens and customer engagement, leading to a comprehensive understanding of COVID-19 vaccination and tourism behavior. Further research is needed to address limitations such as country diversity, multiple locations and service providers, online behavior analysis, authenticity perception and identification of market mavens’ personality traits and travel preferences.Originality/valueThis study contributes to the scholarly literature in several ways. First, it explores the influence of market mavens on tourism experience cocreation and customer loyalty during the postpandemic era. Second, it empirically examines the mediating role of travel incentives, adding to the understanding of market mavens and vaccination intentions. Lastly, the study addresses the implications during and after the COVID-19 for managers and service providers in the tourism industry.

Exploring the diffusion of digital fashion and influencers' social roles in the Metaverse: an analysis of Twitter hashtag networks

PurposeThe study aims to explore the digital fashion trend within the Metaverse, characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of diffusion of innovation, two-step flow of communication and self-efficacy, the authors aimed to uncover the diffusion structure and the influencer's social roles undertaken by social entities in fostering communication and collaboration for the advancement of Metaverse fashion.Design/methodology/approachSocial network analysis examined the critical graph metrics to profile, visualize, and cluster the unstructured network data. The authors used the NodeXL program to analyze two hashtag keyword networks, “#metaverse fashion” and “#metawear,” using Twitter API data. Cluster, semantic, and time series analyses were performed to visualize the contents and contexts of communication and collaboration in the diffusion of Metaverse fashion.FindingsThe results unraveled the “broadcast network” structure and the influencers' social roles of opinion leaders and market mavens within Twitter's “#metaverse fashion” diffusion. The roles of innovators and early adopters among influencers were comparable in collaborating within the competition venues, promoting awareness and participation in digital fashion diffusion during specific “fad” periods, particularly when digital fashion NFTs and cryptocurrencies became intertwined with the competition in the Metaverse.Originality/valueThe study contributed to theory building by integrating three theories, emphasizing effective communication and collaboration among influencers, organizations, and competition venues in broadcasting digital fashion within shared networks. The validation of multi-faceted Social Network Analysis was crucial for timely insights, highlighting the critical digital fashion equity in capturing consumers' attention and driving engagement and ownership of Metaverse fashion.

Factors affecting social media usage by market mavens for fashion-related information provision

PurposeThe purpose of this study was to understand factors affecting market mavens' use of social media for fashion-related information provision. The study examined market mavens' motivations to share fashion-related information. Specifically, this study investigates the impact of their motivations (i.e. pleasure from helping, a sense of obligation) and technology acceptance model variables (i.e. beliefs about and attitude toward using social media) on intention to use social media for sharing fashion-related information.Design/methodology/approachAn online survey yielded 862 responses from US female respondents. A subset (N = 307) representing those high in market mavenism was used for the study. Structural equation modeling was employed for the analysis.FindingsThe results confirmed that market mavens were driven by pleasure from helping and a sense of obligation to share fashion-related information. These motivations and attitude toward using social media to disseminate fashion-related information positively influenced market mavens' intention to use it to disseminate fashion-related information. Furthermore, belief variables (i.e. perceived usefulness, ease of use and enjoyment associated with social media) indirectly impacted this intention.Originality/valueThe study adds to the scant research examining market mavens' motivations for sharing fashion-related information with others and their intention to use social media. It provides valuable insights for fashion retailers looking to enhance the impact of social media marketing through the deployment of market mavens – very knowledgeable, motivated and trusted consumers.

A Study on Social Media Influences on Generation Z Buying Behaviour

Generation Z has emerged as one of the most mystifying consumers as they are tech-savvy, digitally connected and educated users of technologies in the marketplace. Their cognitive power and social media networking have made them the market mavens who possess a wide range of information and consumer knowledge about many dimensions of the markets. To be the leader in the marketplace where so many options are available due to the free trade economy, marketers have to escalate their know how about their customers if they want to capture the attention of this segment of the market. The chief objective of the study is to find the social media influence on generation Z buying behavior, specifically from the angle of social influence and technology. A sample of 150 respondents was approached for a survey using a structured questionnaire. The results of this initial study indicate that Generation Z shoppers are coming up with unprecedented shopping habits and preferences. This research will adopt a quantitative approach and results showed that some of the most classical influential factors such as product features, price consciousness and family recommendations and social media influencers have a significant effect on the buying behavior of this generation Z. However, the results indicate the influence of computer literacy, peer and social influence and social media identity on the purchasing decision of Generation Z. The results of this study can be utilized to assist in predicting potential consumer adoption behavior and in designing favorable shopping environments that are compatible with these specific consumer traits

A time for heroes? Conceptualization, development and validation of the brand hero scale

PurposePrior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The authors developed and validated a measurement scale composed of properties that are derived from distinct brand hero motivational mechanisms.Design/methodology/approachThe authors conducted one exploratory pilot, using semi-structured interviews, with industry and academic experts, and employed three main studies across varying brands and market settings.FindingsThis study explores and empirically demonstrates how the brand hero scale (BHS) is related to, yet distinct from, existing scales of opinion leaders, market mavens, attachment and customer advocacy. The six-item BHS demonstrates convergent, discriminant, nomological and predictive validity across several different brand contexts.Research limitations/implicationsThis research extends the extant body of work by identifying and defining brand heroes, developing and validating a parsimonious BHS, and demonstrating how its predictive validity extends both to a range of key advocacy and loyalty customer behaviors.Practical implicationsThe study provides provocative insights for marketing researchers and brand managers and ascertains the important role heroes may play for brands in terms of strong customer advocacy and loyalty behaviors.Originality/valueBuilding on the theory of meaning, this study shows that identifying and working with brand heroes is of great managerial importance and offers critical avenues for future research.

Small concept luxury department stores: psychographic characteristics affecting patronage intentions

PurposeThe aim of this study is to investigate the psychographic factors of shopping enjoyment, market mavenism and consumer innovativeness and their influence on hedonic and utilitarian values, attitudes and patronage intentions of the small concept luxury department (SCLD) store.Design/methodology/approachThe researchers utilized a quantitative method. An online survey was created and distributed over a three-week period to a representative sample of US luxury consumers. Structural equation modeling (SEM) was used to test the hypothesized relationships among variables.FindingsThe theory of reasoned action (TRA) theoretical framework provided an effective model to investigate the perspectives and behaviors of luxury consumers within the SCLD. The findings of this study suggest the SCLD is an effective store format for consumers who are characterized as market mavens, are considered innovative and enjoy shopping.Practical implicationsThe findings from this research are beneficial to luxury department store retailers looking to invest resources into a new experiential format to appeal to their consumer base.Originality/valueThe research extends the literature in a rapidly evolving area of retail formats and consumer perception by exploring psychographic factors, including shopping enjoyment, market mavenism and consumer innovativeness, and their impact on the beliefs regarding retail formats' hedonic and utilitarian value.

Examining the antecedents of market mavenism in higher education

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.

How are ad scepticism levels of young consumers shaped? Testing with simultaneous quantile regression analysis

Advertising is an important persuasion tool for marketing efforts shaping consumer attitudes and behavioural intentions. Among the factors determining consumer attitudes toward advertising is ad scepticism. Comprehending how consumer scepticism toward ads is formed is therefore considered contributory. With this purpose, the research hypothesising the effect of cynicism, self-esteem, and market mavens on ad scepticism was modelled, and 374 observations obtained from members of Generation Z were tested with simultaneous quantile regression analysis. The findings revealed the effect of each variable for different quantile conditions of ad scepticism. The originality of the research is twofold. The first one is using market mavens, which have not been subject to research regarding their effect on ad scepticism and contributing to ad scepticism nomologic framework by supporting the significant effect of this variable. And the second one provides a detailed picture of the effects of independent variables on different levels of ad scepticism.

Evaluation of Market Mavens in the E-World: A Review Paper Exploring Crucial Traits of E-Market Mavens and Its Future Directions

Evaluation of Market Mavens in the E-World: A Review Paper Exploring Crucial Traits of E-Market Mavens and Its Future Directions

Current Status of Market Mavens Research: A Literature Review

Despite the growth of empirical evidence in this field, little review research exists that assesses the theoretical aspects, marketing drivers, and consequences of market mavens. In this study, therefore, a systematic literature review (SLR) was utilized to perform a thorough analysis of market maven literature, encompassing articles published over 23 years on the Scopus and Web of Science indexed journals. It was found that the social and psychological aspects had not been widely explored and remained the weakest pillar. The results highlight that the theory of planned behavior has been the most commonly applied theory in the literature, as it has been used in six studies. Moreover, there is a very limited understanding of the existing literature's psychological and motivational characteristics and their role in cyber-market mavenism. To the best of the authors’ knowledge, this is the first SLR that addresses market maven literature. This research offers a comprehensive study agenda that focuses on various critical areas that need more consideration, such as the cultural role of market mavens and the differentiation between the roles of market mavens and non-mavens in sharing information on social network sites. Scholars might also look at the influence of the generational difference between people and whether or not placing an age or gender limit on people is important in terms of the nature of social networks. Doi: 10.28991/ESJ-2023-07-01-019 Full Text: PDF

Formal Professionalization of early-stage Social Media “Influencers”—attitudinal Drivers and Their Relation to Personality Traits

ABSTRACT By seeking relationships with advertisers, actively posting social media users become “influencers” in the sense of influencer marketing. As such, they combine content based on personal stories or specific capabilities with third parties’ commercial interests. Unlike research on well-known social media celebrities, in this study we focus on nascent media professionals in the early stages of developing from co-consumers to having their first financial success. We conducted a survey of 3500 such “nano” to “micro” influencers from a leading agency’s German database to identify the principal components of attitudes that extant research proposes as drivers of formal professionalization. To achieve this, we operationalized and adapted theoretical concepts to influencers as a new kind of content creator. Characteristically, professionalization paralleled by reach is driven by a combination of established scales on entrepreneurial orientation, manifest in “proactiveness” and “risk-taking,” as well as a brand orientation, resulting from “market mavenism” and “brand engagement in self-concept.” However, a structural equation model not only suggests that there are additional drivers but also links the identified drivers to personality traits based on the five-factor OCEAN model. Hence, becoming an influencer is to some extent catalyzed by socialization; it requires the ability and willingness to entice an increasingly large followership with unique content, which represents both a challenge and an inspiration for incumbent media organizations.

Effect of intrinsic and extrinsic motivations on cyber-market mavenism: Their role in information-sharing behavior

This paper aims to investigate the association between variables of intrinsic and extrinsic motivations, cyber-market mavenism, and information sharing behavior, particularly among social network sites (SNS) users in Iraq.This study depends on a quantitative method to test the variables. The sample contains 388 Iraqi customers or users using social network sites to share information about different products and services. The study conducts a purposive sample to determine the characteristics of users who have much information about different products and services. A questionnaire was prepared based on previous research and distributed to participants. The statistical analysis program (SPSS) for descriptive statistics and PLS-SEM were used to analyze the measurement and structural models to test the hypotheses. The study results showed that altruism, moral obligation, and self-efficacy as intrinsic motivations influence cyber-market mavenism. However, self-enjoyment appears to have no impact on cyber-market mavenism. Moreover, reputation and social interaction also influence cyber-market mavenism. In addition, reciprocity and belongingness have no effect among Iraqi users. Thus, cyber-market mavenism plays a significant role in information-sharing behavior. The reason for such an outcome may develop a competitive advantage for marketers through understanding the market maven behavior on social network sites.

The young tourist's co-creation nexus: market mavens and existential authenticity as driving forces of intentions to revisit and recommend

PurposeThis study explored the role of market mavens for young tourists and existential authenticity for young tourist co-creation experience. It determines intentions to revisit and intentions to recommend tourism service providers. The theoretical foundation of this study is based upon the macro-micro theory approach of service-dominant (S-D) logic and customer engagement, which explains the idea of tourist co-creation interactivity and value creation between the service provider and tourist.Design/methodology/approachThe positivist deductive approach, survey-based methodology was followed for this study. Data was collected from 349 young tourists who have traveled and contributed to travel services through collaboration and interaction with the service provider. The data were analyzed in SmartPLS, and structured equation modeling technique was used for hypothesis testing.FindingsIt was found that market mavens have a positive impact on young tourist's co-creation process, hence depicting intention to revisit and recommend the tourism service provider. Existential authenticity was also found having positive impact on tourist co-creation and intention to revisit and recommend the service provider. The results show that young tourists plan domestic trips in Pakistan and co-create with service providers.Research limitations/implicationsThis study theoretically and practically contributed in the literature and enhanced the literature concerning mainly the young tourists co-creation. It has also enhanced the knowledge about intentions to revisit and recommend with special focus on market mavens. Also, existential authenticity of the tourist spots was keenly considered in the underlying research.Originality/valueThis study highlights value-creation phenomenon in tourism for younger tourists. Their input is important in the form of creativity and innovation and by incorporating these young tourists in decision-making process. They ensure their ability to participate and design, resulting in loyalty towards service provider.

Showrooming versus webrooming: Examining motivational differences in omnichannel exploratory behaviors

ABSTRACT This study investigates the differences between showrooming and webrooming from the exploratory behavioral perspective. Based on the epistemic theory of curiosity, this study tests a conceptual model delineating two independent variables (i.e., interest- and deprivation-curiosity), two mediating variables (i.e., market mavenism, consumer innovativeness), and two dependent variables (i.e., actual showrooming experience, actual webrooming experience). A total of 358 participants were recruited through Amazon M Turk, and structural equation modelling analysis was conducted to test the hypothesized model. The study revealed that market mavenism mediates between interest-curiosity and webrooming, whereas consumer innovativeness mediates between deprivation-curiosity and both showrooming and webrooming. This indicates that showroomers and webroomers have different characteristics and are driven by different motivational factors. The study makes theoretical contributions as it provides a novel approach to examining the differences between showrooming and webrooming behavior. Further, practical implications to provide a novel experience are suggested for omnichannel retailers.

Toward the Understanding of Religious Orientation and Market Mavenism: Establishing a Correlation Relationship

This study argues that religious orientation may have a firm association with market mavenism. A positive association between religious orientation (Intrinsic & Extrinsic) and a market maven was hypothesized. A revision religious Scale of the Worldwide- I-E (Gorsuch & McPherson, 1989) was used to measure the variables of religiosity, and Feick and Price’s (1987) 6-item scale was used to measure the extent of market mavenism. The Pearson product moment coefficient of correlation was calculated to assess the relationship between religiosity and being a market maven. The results revealed a significant positive relationship between intrinsic religious orientation and being a market maven. Results attested that there is a significant relationship between extrinsic religious orientation with positive direction (social and personal) and being a market maven. The main contribution of this study is that, to the best of the writer's understanding, this is the first study to explore the relationship between religiosity and market maven.

Toward the Understanding of Religious Orientation and Market Mavenism: Establishing a Correlation Relationship

This study argues that religious orientation may have a firm association with market mavenism. A positive association between religious orientation (Intrinsic & Extrinsic) and a market maven was hypothesized. A revision religious Scale of the Worldwide- I-E (Gorsuch & McPherson, 1989) was used to measure the variables of religiosity, and Feick and Price’s (1987) 6-item scale was used to measure the extent of market mavenism. The Pearson product moment coefficient of correlation was calculated to assess the relationship between religiosity and being a market maven. The results revealed a significant positive relationship between intrinsic religious orientation and being a market maven. Results attested that there is a significant relationship between extrinsic religious orientation with positive direction (social and personal) and being a market maven. The main contribution of this study is that, to the best of the writer's understanding, this is the first study to explore the relationship between religiosity and market maven.

Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands

This study intends to evaluate the influence of social advertising, individual factors, and brand image on the buying behavior of Malaysian consumers toward the fashion clothing brands along with mediation of brand image. Using the convenience sampling technique, data was collected from 288 respondents. Questionnaires were self-administered and data was analyzed via Smart PLS-SEM. Social advertising, individual factors, and brand image are significantly related to the buying behavior of Malaysian consumers toward fashion clothing brands. Social advertising and individual factors have also a positive significant relationship with the brand image. Moreover, brand image mediates the relationship between social advertising, individual factors, and buying behavior. This study provides interesting insights about Malaysian consumers by evaluating the influence of social advertising, individual factors, and brand image on their buying behavior toward the fashion clothing brands along with the mediating role of brand image. These useful insights would enable marketers to develop more influential advertising strategies. By assimilating social advertising, individual factors, and brand image literature, the main contribution of this study is the analysis of social advertising, individual factors, and brand image among Malaysian consumers in enhancing the buying behavior toward the fashion clothing brands and building brand image among communities. Precisely, this study has evaluated the influence of some unique characteristics of social advertising (such as informative, entertainment, credibility, ease of use, privacy, and contents), individual factors (such as market maven, stability, open-minded, agreeable, and materialism), and brand image on the buying behavior of Malaysian consumers.