Suchergebnisse

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.

Abstract
Recently, a number of studies have investigated consumer decision‐making styles (CDMS) and their importance to consumer behaviour research. However, research designs suggested to date are mainly replications of a study by Sproles and Kendall (1986) proposing eight mental characteristics, the so‐called Consumer Styles Inventory (CSI). The CSI has been applied across cultures, but without critically examining its validity and reliability. A major concern is the postulated product independence of CSI. The aim of this study is to further develop this approach, to apply it to different product categories and to investigate the relationship between product involvement and CDMS. In doing so, we conducted a survey in Great Britain and Germany, and analysed the data using exploratory and confirmatory factor analysis. Not only did we demonstrate that there is a relationship between products and CDMS, but also that CDMS are governed by consumers' perceived product involvement. Important implications for marketing practice can be derived.

Copyright © 2006 John Wiley & Sons, Ltd.

AbstractTo determine the relevance of consumers' self‐construal in social media contexts, this study investigates its effects on social media success metrics, such as sharing behaviour, as well as its influence on the relationship between social media success and other drivers, such as endorsers' emotion displays or the communication source (user vs. company). Along with an in‐depth review of consumers' self‐construal, this article reports on two quantitative panel studies, which reveal that eight items are best suited to represent consumers' self‐construal, using correlated dimensions of interdependent and independent self‐construal. The main study affirms the relevance of consumers' self‐construal and offers detailed insights. Consumers with a strong interdependent self‐construal express more positive attitudes toward social media posts, and a smiling endorser positively influences attitudes toward the post, sharing behaviour, word of mouth, and purchase intention. In combination, a strong interdependent self‐construal and smiling endorser produce even stronger effects for attitudes toward the post, purchase intention, and word of mouth. User‐generated content outperforms company‐generated content, independent of self‐construal types. These findings have important implications for social media communication management and personality research.