Maven behavior and its fusion with social media was a natural progression from an auspicious beginning. The acknowledgement of market influencers and their impact on consumer behavior emerged in the discipline literature during the 70’s with a study by Sheth (1971) who recognized the marketing opportunity of information disseminators. The potential publicizing influence of these brokers was investigated by Kotler and Zaltman (1976) whose findings advocated for their inclusion within a communication stratagem. Further examination produced precise demographic variables and personality traits along with the more accurate terminology of market mavens (Feick and Price, 1987) to delineate their unique dispositions. Laughlin and MacDonald (2010) recently proposed the identification of online mavens as indispensable, predicated on the significant position they hold in web based purchase behavior. This research explores the idea of social media mavens and determines specific actions most likely to transpire by online market mavens.
Lester, Deborah; Tudor, R. Keith; Loyd, Dolly D.; and Mitchell, Tyra
"Marketing Mavens’ Fusion with Social Media,"
Atlantic Marketing Journal:
1, Article 6.
Available at: http://digitalcommons.kennesaw.edu/amj/vol1/iss1/6