Projective Techniques for Understanding Cyber-Market Mavenism in Social Network Sites

Abstract Purpose: The purpose of this study is to identify consumers called cyber-market mavens, whose viewpoints influence the attitude and behavior of other consumers. Furthermore, the research aims to create a better understanding of the antecedents and consequences of market maven behavior. Design/methodology/approach: After creating rapport with them, the participants were given a blank sheet of paper and were asked to depict a cyber-market maven together with the environment in which he/she lives and the things he/she thinks. After drawing this, the participants were interviewed to answer questions associated with the picture’s elements, and thematic analysis was used to interpret the data. Findings: The data interpretation indicated seven factors that determine cyber mavenism as well as three factors affected by such behavior. Practical implications: The study is useful for e-businesses wishing to target consumers who people perceive as good sources of marketplace information and who like introducing new brands to others, to use them as powerful sources in the context of co-producing products. In addition, cyber-mavens can help e-businesses amplify their new customer acquisition efforts by indicating which customer groups they should target with referral reward programs. Originality/value: This study represents one of the first attempts to better understand how mavens behave in virtual world channels, and, by doing so, it better informs our understanding of an important group of consumers, namely cyber-mavens. The paper could be of value to marketers and advertisers who target cyber-markets.摘要 研究目的：本研究旨在识别一类被称为网络市场行家（cyber-market mavens）的消费者，其观点能够影响其他消费者的态度与行为。此外，本研究旨在深入理解市场行家行为的前因与后果。 研究设计与方法：在与参与者建立融洽的信任关系后，研究人员为每名参与者提供一张白纸，要求其绘制一名网络市场行家，并呈现其所处的生活环境与所思所想。完成绘图后，对参与者进行访谈，要求其回答与绘图元素相关的问题，并采用主题分析法对采集到的数据进行解读。 研究发现：数据解读结果表明，共有7项因素决定网络行家行为（cyber mavenism），另有3项因素受此类行为影响。 实践启示：本研究对于那些希望瞄准被视为优质市场信息来源、乐于向他人推荐新品牌的消费者的电子商务企业具有参考价值，可帮助企业将这类消费者作为产品共创场景中的核心信息源。此外，网络市场行家可协助电子商务企业优化新客户获取工作：通过指明企业应通过推荐奖励计划瞄准哪些客户群体，提升获客效率。 原创性与价值：本研究是首批深入探究市场行家在虚拟渠道中行为表现的尝试之一，借此进一步增进了学界对一类重要消费者群体——即网络市场行家——的认知。本研究对于瞄准网络市场的营销人员与广告商亦具有参考价值。