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A study on psychological modelling of market maven for marketing operations with special reference to Indian market

In this era of intense commercial information bombardment, the interpersonal communication 'word of mouth' (WOM) cuts through the clutter, and gains importance among consumers. Market maven plays a pivotal role in providing valuable market place information through WOM and thereby helping...

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Main Authors: Harikrishnan, K., Ashok, D., Dominic, P.D.D., Anand, S.J.J.
Format: Article
Published: Inderscience Publishers 2014
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-84904761618&doi=10.1504%2fIJBEX.2014.063562&partnerID=40&md5=6fc5c292e0077dd71efb660a625f2dfa
http://eprints.utp.edu.my/32306/
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spelling my.utp.eprints.323062022-03-29T05:03:32Z A study on psychological modelling of market maven for marketing operations with special reference to Indian market Harikrishnan, K. Ashok, D. Dominic, P.D.D. Anand, S.J.J. In this era of intense commercial information bombardment, the interpersonal communication 'word of mouth' (WOM) cuts through the clutter, and gains importance among consumers. Market maven plays a pivotal role in providing valuable market place information through WOM and thereby helping consumers towards their purchases. Literatures indicated need for profiling market mavens with psychological factors, hence the authors hypothesised and tested structural equation model with consumer innovativeness, consumers' need for uniqueness-creative choice counter conformity-dimension, status consumption as exogenous, antecedent constructs, market maveness as endogenous construct and market helping behaviour-information provided-dimension as an ultimate endogenous, consequence construct, this model was not tested by earlier studies. The structural equation modelling (SEM) results indicated the hypothesised model was consistent with data and the psychological antecedent constructs were having positive relationship with market mavenness. Market mavenness was found to have positive relationship with consequence construct market helping behaviour-information provided-dimension. The findings of this study will enhance the marketers' ability, leveraging on findings about market mavens, to evolve an effective marketing programme. © 2014 Inderscience Enterprises Ltd. Inderscience Publishers 2014 Article NonPeerReviewed https://www.scopus.com/inward/record.uri?eid=2-s2.0-84904761618&doi=10.1504%2fIJBEX.2014.063562&partnerID=40&md5=6fc5c292e0077dd71efb660a625f2dfa Harikrishnan, K. and Ashok, D. and Dominic, P.D.D. and Anand, S.J.J. (2014) A study on psychological modelling of market maven for marketing operations with special reference to Indian market. International Journal of Business Excellence, 7 (4). pp. 473-498. http://eprints.utp.edu.my/32306/
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
description In this era of intense commercial information bombardment, the interpersonal communication 'word of mouth' (WOM) cuts through the clutter, and gains importance among consumers. Market maven plays a pivotal role in providing valuable market place information through WOM and thereby helping consumers towards their purchases. Literatures indicated need for profiling market mavens with psychological factors, hence the authors hypothesised and tested structural equation model with consumer innovativeness, consumers' need for uniqueness-creative choice counter conformity-dimension, status consumption as exogenous, antecedent constructs, market maveness as endogenous construct and market helping behaviour-information provided-dimension as an ultimate endogenous, consequence construct, this model was not tested by earlier studies. The structural equation modelling (SEM) results indicated the hypothesised model was consistent with data and the psychological antecedent constructs were having positive relationship with market mavenness. Market mavenness was found to have positive relationship with consequence construct market helping behaviour-information provided-dimension. The findings of this study will enhance the marketers' ability, leveraging on findings about market mavens, to evolve an effective marketing programme. © 2014 Inderscience Enterprises Ltd.
format Article
author Harikrishnan, K.
Ashok, D.
Dominic, P.D.D.
Anand, S.J.J.
spellingShingle Harikrishnan, K.
Ashok, D.
Dominic, P.D.D.
Anand, S.J.J.
A study on psychological modelling of market maven for marketing operations with special reference to Indian market
author_facet Harikrishnan, K.
Ashok, D.
Dominic, P.D.D.
Anand, S.J.J.
author_sort Harikrishnan, K.
title A study on psychological modelling of market maven for marketing operations with special reference to Indian market
title_short A study on psychological modelling of market maven for marketing operations with special reference to Indian market
title_full A study on psychological modelling of market maven for marketing operations with special reference to Indian market
title_fullStr A study on psychological modelling of market maven for marketing operations with special reference to Indian market
title_full_unstemmed A study on psychological modelling of market maven for marketing operations with special reference to Indian market
title_sort study on psychological modelling of market maven for marketing operations with special reference to indian market
publisher Inderscience Publishers
publishDate 2014
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-84904761618&doi=10.1504%2fIJBEX.2014.063562&partnerID=40&md5=6fc5c292e0077dd71efb660a625f2dfa
http://eprints.utp.edu.my/32306/
_version_ 1738657368896438272
score 13.211869

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