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Opinion Leadership and Market Mavens

Part 3. Consumer Behavior

  1. Ronald Earl Goldsmith

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03017

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Goldsmith, R. E. 2010. Opinion Leadership and Market Mavens. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. Florida State University, Tallahassee, FL, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • opinion leadership;
  • market mavens;
  • social communication;
  • word of mouth;
  • involvement;
  • engagement