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.