Identifying, segmenting and profiling online communicators in an internet music context
by Gianfranco Walsh, Vincent-Wayne Mitchell
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 6, No. 1, 2010

Abstract: The internet increases the importance of information dissemination, which can enhance the success of online and offline products. Indeed, in certain markets, online communicators can play a central role in influencing others' purchase decisions. Previous research has identified e-Mavens as one such group, but has not profiled them and has treated them as a homogenous group. From an online sample of some 2500 consumers, we identify e-Mavens and systematically examine their demographic, socio-economic and psychographic characteristics as well as their motives for visiting websites and disseminating information in a music context. In addition, cluster analysis identified four meaningful and distinct e-Mavens groups, which have implications for e-marketing research, e-practitioners targeting online music communities and the market maven concept.

Online publication date: Wed, 16-Dec-2009

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