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A Comparison of Antecedents and Consequences of Market Mavens and Opinion Leaders

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Vielfalt und Einheit in der Marketingwissenschaft

Abstract

Historically, marketing researchers have been strongly interested in the constructs of market mavenism (MM) and opinion leadership (OL) to understand the interpersonal dissemination of marketplace information (Childers 1986; Feick/Price 1987; Jacoby/Hoyer 1981; King/Summers 1970). Interest in these constructs stems from the fact that market mavens and opinion leaders can influence other consumers through word-of-mouth communication. They are thus an important group for the targeting of marketing activities because they represent powerful forces in the marketplace.

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Author information

Authors and Affiliations

  1. James L. Bayless/William S. Farish Fund Chair for Free Enterprise and Chairman, Department of Marketing, McCombs School of Business, University of Texas at Austin, Texas, USA

    Wayne D. Hoyer & Nicola Stokburger-Sauer

Authors
  1. Wayne D. Hoyer
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  2. Nicola Stokburger-Sauer
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Editor information

Editors and Affiliations

  1. Marketing und Strategisches Management an der International University in Germany, Bruchsal

    Tomás Bayón

  2. Forschungszentrums für Business Metrics und des Audi Lab for Market Research an der Universität St.Gallen, St.Gallen

    Andreas Herrmann (Direktor) (Direktor)

  3. Betriebswirtschaftslehre und Marketing an der Johannes Gutenberg-Universität Mainz, Mainz

    Frank Huber

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© 2007 Betriebswirtschaftlicher Verlag Dr.Th.Gabler | GWV Fachverlage GmbH, Wiesbaden

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Hoyer, W.D., Stokburger-Sauer, N. (2007). A Comparison of Antecedents and Consequences of Market Mavens and Opinion Leaders. In: Bayón, T., Herrmann, A., Huber, F. (eds) Vielfalt und Einheit in der Marketingwissenschaft. Gabler. https://doi.org/10.1007/978-3-8349-9215-4_11

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