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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Bibliographic Details
Main Author: Zhang, Jie, doctor of advertising
Format: Others
Language:English
Published: 2010
Subjects:
Online Access:http://hdl.handle.net/2152/ETD-UT-2010-08-1574