Strathprints Home | Open Access | Browse | Search | User area | Copyright | Help | Library Home | SUPrimo

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.

Full text not available in this repository. (Request a copy from the Strathclyde author)

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.

Item type: Article
ID code: 27264
Keywords: identifying, segmenting, profiling, online communicators, internet music, Social Sciences (General), Marketing
Subjects: Social Sciences > Social Sciences (General)
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Mrs Jan Whiteford
    Date Deposited: 02 Sep 2010 14:30
    Last modified: 05 Sep 2014 06:16
    URI: http://strathprints.strath.ac.uk/id/eprint/27264

    Actions (login required)

    View Item