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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Identifying, segmenting and profiling online communicators in an internet music context

Walsh, G. and Mitchell, V.W. (2010) Identifying, segmenting and profiling online communicators in an internet music context. International Journal of Internet Marketing and Advertising, 6 (1). pp. 41-64.

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Abstract

The internet increases the importance of information dissemination, which can enhance the success of online and offline products. Indeed, in certain markets, online communicators can play a central role in influencing others' purchase decisions. Previous research has identified e-Mavens as one such group, but has not profiled them and has treated them as a homogenous group. From an online sample of some 2500 consumers, we identify e-Mavens and systematically examine their demographic, socio-economic and psychographic characteristics as well as their motives for visiting websites and disseminating information in a music context. In addition, cluster analysis identified four meaningful and distinct e-Mavens groups, which have implications for e-marketing research, e-practitioners targeting online music communities and the market maven concept.