Opinion Leadership and Market Mavens
Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Goldsmith, R. E. 2010. Opinion Leadership and Market Mavens. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
Opinion leadership refers to the role some consumers play by which they provide information and advice to other consumers. Opinion leaders can have a powerful influence on the sales of goods and services and so marketers are eager to encourage opinion leaders to spread positive word of mouth about their brands. Market mavens are a minority of consumers who are highly involved or engaged in the marketplace. They like to shop and buy, they are knowledgeable about brands and stores, and they actively engage with other consumers regarding their enthusiasms. Market mavens thus often play the role of opinion leaders for other consumers.
- opinion leadership;
- market mavens;
- social communication;
- word of mouth;