Consumer advisors revisited: What drives those with market mavenism and opinion leadership tendencies and why?

Abstract

Consumers with a tendency toward market mavenism (MM) and opinion leadership (OL) represent powerful forces in the marketplace because of their influence on other consumers' consumption decisions. They are thus important consumer groups for both other individuals and companies. Little is known, however, about the motives that drive these individuals. Additionally, research has not explored the consequences of the market mavenism tendency (MMT) and OL. Research is thus needed to tap into and compare factors that influence MMT and OL as well as variables that are influenced by MMT and OL. A key goal of the current study is to determine whether individuals with a tendency toward MM and opinion leaders are consumers who are more or less satisfied and loyal than other consumers. This study investigates product involvement and need for variety (NFV) as antecedents of MMT and OL and looks into their relationship with satisfaction and loyalty. Using data from 1145 German consumers in four product categories (i.e., wine, clothing, cars, and cameras) and applying structural equation modeling, it was found that opinion leaders have higher levels of product category involvement than individuals with a tendency toward mavenism, while the latter have a higher NFV than opinion leaders. Finally, opinion leaders and individuals with a tendency toward mavenism have higher levels of satisfaction, and the first are more loyal consumers, but this varies across product categories.

Motivators of market mavenism in the retail environment

“…Clark et al (2008) return to the topics of self-confidence and information seeking to show that mavenism is related positively to several dimensions of consumer self-confidence, especial confidence in the ability to obtain and use marketplace information and confidence in obtaining positive reactions from others. Finally, Stokburger-Sauer and Hoyer (2009) show that mavenism is a consequence of need for variety, and that it is related to opinion leadership, product satisfaction, and multi-brand loyalty. They argue that need for variety is a motive for mavenism whereby the MMT is partially a result of seeking variety in the marketplace (thus the acquisition of knowledge and shopping).…”

“…Previous studies suggest a model in which MMT is promoted by status consumption as mediated by brand engagement with self-concept (BESC), which describes the tendency of consumers to view brands as expressions of selfidentity , and materialism. Earlier studies also show that the MMT leads to involvement with specific product categories (Stokburger-Sauer and Hoyer, 2009). The model (see Fig.…”

What drives consumer knowledge sharing in online travel communities?: Personal attributes or e-service factors?

“…The findings are consistent with our expectation that innovative consumers are more knowledgeable. They are opinion leaders and market mavens in online communities and in offline environments (Engel et al, 1969;Goldsmith, Flynn, & Goldsmith, 2003;Goldsmith & Hofacker, 1991;Stokburger-Sauer & Hoyer, 2009). The results further confirm the important role of self-concept, suggesting that consumer voluntary knowledge sharing could be driven out of intrinsic motives of self enhancement (Packard & Wooten, 2013;Wasko & Faraj, 2005).…”

An Evaluation of Fashion Involvement: A Study on Generations X and Y

“…By involving in fashion, these people accelerate adaptation to new products (Stokburger and Hoyer, 2009). Therefore, people with high levels of fashion involvement are also mavens for market, and they like sharing product, brand, and store details with others.…”