Exploring antecedents and consequences of eMavenism in their electronic word-of-mouth communication
Past studies suggest that market mavenism refers to the degree to which a consumer is likely to become a market maven. High market mavenism consumers are characterized to possess information across many kinds of product categories and initiate word-of-mouth communication (WOM). High market mavenism...
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Format: | Others |
Language: | English |
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2010
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Online Access: | http://hdl.handle.net/2152/ETD-UT-2010-08-1574 |