动作(物理)
心理学
社会化媒体
扩散
社会心理学
广告
业务
万维网
计算机科学
物理
量子力学
热力学
作者
Isar Kiani,Michel Laroche
摘要
Abstract While extant research has studied traits of market mavens and the link from mavenism to market helping behavior, there is a need for more research to understand personal and contextual factors that influence actual recommendations of products and differences among market mavens with different traits in that respect. In this study, we took research in the area of market mavenism one step further and investigated the role of personal traits such as self‐esteem and susceptibility to normative interpersonal influence, and the contextual factor of social media, in the frequency of recommendations. We hypothesize that while market mavens with lower self‐esteem are likely to engage in less frequent recommendations, negative effect of their lower self‐esteem is attenuated when they use social media platforms as their medium of choice. Our findings lend support to our hypotheses, including the triple interaction effect between self‐esteem, choice of social media, and market mavenism on market recommendations.
科研通智能强力驱动
Strongly Powered by AbleSci AI