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Recently, a new set of channels for consumer and business interaction have emerged-threedimensional "virtual" worlds. This study attempts to better understand the nature of market maven behavior (diffusers of general marketplace and shopping information) across three different channels-virtual worlds, the Web, and real-life-and to examine the extent to which market maven behavior is transferable across channel context (i.e., "fluid") or channel dependent. Using data from two surveys (one in the virtual world "Second Life" and a follow-up Web survey for the same respondents), this paper explores differences and determinants of maven behavior. Employing partial least squares analysis, the findings indicate that market maven propensity is transferable across channels (i.e., high-scoring market mavens retain this across channel). However, while there may be the transferability of market maven behavior across channels, the findings demonstrate that maven propensity is influenced by the channel context. Consequently, individuals with high maven propensity tend to exhibit channels in which this behavior is more prominent. Therefore, market maven behavior might not only span general product categories, but also the channel itself (i.e., maven behavior remains fairly constant-or fluid-across channel). The findings also point to possible characteristics that may be used in the identification of market mavens: market mavens typically have greater cognizance of other mavens, are technology-savvy and individualistic, are of either gender and tend to be older and more intensive and experienced users of Web platforms and also intensive users of virtual worlds than those with low maven propensity. The findings of the study contribute to understanding market maven behavior, and provide an insight into the practices of mavens in a multichannel context, particularly in the case of the emerging channels that are virtual worlds. C 2012 Wiley Periodicals, Inc.

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This study addresses tension and its consequent hurdles to the collaborative nature of value co-creation. Substantial research has focused on the benefits of value co-creation but much less so on its dark side. While some tension is inevitable, escalated tension can harm anticipated value and business relationships. The overlaps and disparities of formal and informal communication networks of two large construction projects are examined along with the tensions arising. To increase the breadth and depth of the empirical investigation, the presented network case study draws on survey data analyzed with Social Network Analysis as well as 45 in-depth managerial interviews. Structural, emotional and behavioural tensions are identified.The study suggests that tension triggered by one or a few actors can destabilize the network by creating unsustainable communication structures. Social Balance Theory is applied to study how unsustainable communication structures seek balance at a network level. We identify network patterns that can signal the presence of tension and structural imbalance in value cocreation, categorize several types of tension, and provide managerial implications.

Purpose -The purpose of this paper is to examine the involvement levels and the information search activity of consumers purchasing credence services, in terms of the extent of the search and the information sources used. Design/methodology/approach -A survey was undertaken (n ¼ 400) examining consumers' information search practices for a range of credence services in comparison to non-credence services (search and experience services). Findings -Involvement in the search process is high in terms of importance but not interest. Somewhat surprisingly, consumers of credence services do not undertake a more comprehensive information search than non-credence service purchasers in terms of the use of external sources of information. They do, however, depend more on the opinion of salespeople, the experience of friends and the content of consumer reports.Research limitations/implications -The results of this study differ from similar work that was previously undertaken with students and also in the USA. It would be useful to establish more strongly whether age and culture have an impact on information search. Originality/value -This is the first time that the information search patterns of consumers of credence services have been undertaken for a wide range of common purchases in the UK. It is also original in this area of research in that it utilises a cross section of the population and not students. Its findings are important to the providers of credence services when considering their marketing communications campaigns because it reveals which marketing communication tools are considered by the consumer to be influential.

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