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Open Access research with a real impact on health...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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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.