Enlisting Online Communicators in Web 2.0

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Author(s): Gianfranco Walsh (University of Koblenz-Landau, Germany & University of Strathclyde Business School, Glasgow, UK), Simon Brach (University of Koblenz-Landau, Germany)and Vincent-Wayne Mitchell (City University, London, UK)
Copyright: 2010
Pages: 12
Source title: E-Entrepreneurship and ICT Ventures: Strategy, Organization and Technology
Source Author(s)/Editor(s): Tobias Kollmann (University of Duisburg-Essen, Germany), Andreas Kuckertz (University of Duisburg-Essen, Germany)and Christoph Stöckmann (University of Duisburg-Essen, Germany)
DOI: 10.4018/978-1-61520-597-4.ch008

Keywords: Business & Management / Business Science Reference / E-Business / Entrepreneurship & Innovation

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Abstract

The Web 2.0 has changed the basic marketing communication paradigm in that it forces companies to acknowledge that Internet-based consumer-to-consumer communication can be a powerful success driver. Information dissemination, which can enhance the success of on-line and off-line products, is increasingly outside the realm of influence of companies because in many markets on-line communicators can play a central role in influencing others’ purchase decisions. e-Mavens are recognized as a consumer type that engage in on-line communication. Using a sample of more than 2,500 consumers, the authors profile e-Mavens using demographic and psychographic characteristics as well as explore their motives for visiting music web sites. In addition, changes in e-Mavens’ music-related consumption behavior are investigated. Next, using cluster analysis, the authors develop a typology of e-Mavens. Implications for both managerial practice and Web 2.0 research are discussed.

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Enlisting Online Communicators in Web 2.0

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