Article2009

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

Nicola E. Stokburger-Sauer · Wayne D. Hoyer

73 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

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. Important implications for marketing theory and marketing practice can be derived. Individuals with a tendency toward MM and/or opinion leaders could, for instance, be integrated as powerful sources in the context of co‐producing products and services. Copyright © 2009 John Wiley & Sons, Ltd.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1979A Paradigm for Developing Better Measures of Marketing Constructs 2003Evolving to a New Dominant Logic for Marketing 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1999Whence Consumer Loyalty?1985Measuring the Involvement Construct 1999Whence Consumer Loyalty?1996The American Customer Satisfaction Index: Nature, Purpose, and Findings

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