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Open Access research that is better understanding human-computer interaction...

Strathprints makes available scholarly Open Access content by researchers in the Department of Computer & Information Sciences, including those researching information retrieval, information behaviour, user behaviour and ubiquitous computing.

The Department of Computer & Information Sciences hosts The Mobiquitous Lab, which investigates user behaviour on mobile devices and emerging ubiquitous computing paradigms. The Strathclyde iSchool Research Group specialises in understanding how people search for information and explores interactive search tools that support their information seeking and retrieval tasks, this also includes research into information behaviour and engagement.

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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.