The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

Sudbury-Riley, Lynn

doi:10.1080/0267257x.2015.1129985

Cited by 22 publications

(12 citation statements)

References 130 publications

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“…Likewise, recent studies point out that market mavens do not connect in the marketplace presently to articulate altruism but in addition to personal motives, to enhance self-esteem, to establish high self-efficacy, to enhance confidence, require distinctiveness, perfectionism, and materialism. Besides, in [122] the authors emphasize that market mavens have positive attitudes towards advertising, which they believe to be a consistent medium of information and source of consumer knowledge and information. The authors of [123] have demonstrated that perceived high flow practice, immersive and pragmatic satisfaction are the key elements of market mavens in the virtual environment.…”

Section: Discussionmentioning

confidence: 96%

Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior

Awais

Samin²,

Gulzar

et al. 2020

Sustainability

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Materialistic lifestyle, along with the increase in the world’s population, is leading to unlimited hyper-consumption due to raising the global demand for services and goods. Marketing strategies can be acclimatized to offer more viably to the vital segment of buyers by engaging e-mavens, their antecedents of big five personality traits, frugality, and sustainable consumption behavior are needed to comprehend. The study assessed the novel endeavor to exhibit a potential relationship among the big five, e-mavenism, frugality, and sustainable consumption behavior in social networking sites. This body of knowledge adds to comprehend sustainable consumption behavior and fills many gaps by using data from a sample (n = 387) of social networking sites users from China. Causal modeling technique (SEM) is affianced to evaluate the study hypotheses. The data from an online survey disclose a positive association of agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience with e-mavenism. The results affirm that e-mavenism is positively correlated with frugality. Moreover, frugality is vital in the growth of sustainable consumption behavior as well. Eventually, e-mavenism positively influences sustainable consumption behavior. These results enhance understanding of sustainable consumption behavior and provide an opportunity that marketing managers may apply these constructs into their strategies to achieve competitive advantage.

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Section: Discussionmentioning

confidence: 96%

Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior

Awais

Samin²,

Gulzar

et al. 2020

Sustainability

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“…Individuals high on this behaviour are market mavens who position themselves as purveyors of market information (Feick & Price, 1987). Market mavens tend to be highly engaged with the market and seek to acquire and share knowledge about same to project an 'expert' image of themselves (Packard & Wooten, 2013;Sudbury-Riley, 2016). This positions mavenism as a form of engagement behaviour given that it can be directed at a particular brand (Feick & Price, 1987).…”

Section: Susceptibility To Influencementioning

confidence: 99%

“…This positions mavenism as a form of engagement behaviour given that it can be directed at a particular brand (Feick & Price, 1987). Because mavens want to be seen to be aware of changes in the market (Lee, Leizerovici & Zhang, 2015), they may participate in online activations as a means of showing that they are 'on top of' happenings in the market (Sudbury-Riley, 2016).…”

Section: Susceptibility To Influencementioning

confidence: 99%

Participation in online activation (#) campaigns: A look at the drivers in an African setting

Yeboah-Banin¹,

Tsegah²

2018

Legon J. Hum.

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Online brand activation is in vogue and has been used by several brand giants (e.g. Apple, Adidas, etc.) to create viral campaigns that invite consumers to join brand-initiated conversations. The opportunities therein for brand visibility and customer engagement are immense. However, to leverage it, brand communicators must first understand the characteristics of persons most likely to participate in it and target them, a question that is yet to be addressed in the budding literature on the subject. For brand communicators, particularly in developing economies such as Ghana where low internet penetration levels and high associated costs may hinder participation, this is a critical gap in their quest to justify the relevance of online activations to boost brand visibility and customer engagement. This study sought to address this gap by testing a model of the drivers of participation in online activations using a consumer survey (N = 278), set in a recent online activation campaign in Ghana. The findings suggest that persons who trust the activated brand would be inclined to participate in it, suggesting the need for brand communicators to first work on building trust. The study also finds that individuals who are susceptible to interpersonal influence are less likely to participate in such activations. Possible explanations for this are explored in the study along with their implications.

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“…Second, previous studies have mainly taken a dichotomous approach to unique consumers (i.e., opinion leaders or non-leaders, or mavens or non-mavens), lacking further segmentation and consumer profiles [1,13,14,34]. Market segmentation keeps businesses closely in touch with their consumers, ensures more efficient resource allocation, and results in marketing programs attuned to consumer needs [35] and a competitive advantage within the segment [36].…”

Section: Introductionmentioning

confidence: 99%

Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea

Ahn

2020

Sustainability

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Today’s smart consumers are intelligent consumers with multiple roles in the digital consumption environment. Consumer smartness refers to the multi-dimensional qualities that support various roles. Aiming to discover who the smart consumers are in the digital consumption context, this study classifies consumer segments based on consumer smartness and explores each segment’s profile in terms of demographic and behavioral characteristics. Using the data of 541 adult consumers, a clustering analysis generated four optimal clusters: Go-getters, Socialites, Realists, and Shopping-pococurante. Consumers with a higher level of consumer smartness were likely to have stronger shopping and sharing intentions, which indicates that smart consumers are active entities in the digital consumption context. This is the first attempt to segment today’s consumers carrying out multiple roles based on the concept of consumer smartness.

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The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

Cited by 22 publications

References 130 publications

Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior

Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior

Participation in online activation (#) campaigns: A look at the drivers in an African setting

Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea

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