IDEAS home Printed from https://ideas.repec.org/a/eme/ajbpps/v30y2015i3p178-195.html
   My bibliography  Save this article

Testing the concepts of market mavenism and opinion leadership in China

Author

Listed:
  • Jie Zhang
  • Wei-Na Lee

Abstract

Purpose - – Market mavenism and opinion leadership are two important consumer influential concepts in marketing communication literature. The purpose of this paper is to explore two overarching research questions. First, can we separate market mavenism from opinion leadership in China? The answer to this question would solve an important issue of targeting in marketing communication. Second, if market mavenism is indeed distinctive from opinion leadership, are market mavenism and opinion leadership determined by same or different factors in China? The answer of this question would help determine how to reach each type of consumer influential and add knowledge to market segmentation. Design/methodology/approach - – An online survey was conducted to test the hypotheses. In total, 316 Chinese respondents completed this survey. Findings - – The results were illuminating: market mavenism and opinion leadership were indeed distinctive yet related concepts in China. Monochronicity, altruism, price-value consciousness, and income significantly influenced market mavenism after controlling for all other variables while monochronicity, price-value consciousness, and age significantly predicted opinion leadership after controlling for all other variables. Research limitations/implications - – This study provides a richer picture of market mavenism and opinion leadership in the Chinese market. Originality/value - – This study helps scholars and professionals efficiently and effectively reach each type of consumer influential.

Suggested Citation

  • Jie Zhang & Wei-Na Lee, 2015. "Testing the concepts of market mavenism and opinion leadership in China," American Journal of Business, Emerald Group Publishing Limited, vol. 30(3), pages 178-195, August.
    • Handle: RePEc:eme:ajbpps:v:30:y:2015:i:3:p:178-195
    DOI: 10.1108/AJB-09-2014-0054
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/AJB-09-2014-0054/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/AJB-09-2014-0054/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/AJB-09-2014-0054?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Soo-kyoung Ahn, 2020. "Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea," Sustainability, MDPI, vol. 12(18), pages 1-20, September.
    2. Muhammad Awais & Tanzila Samin & Muhammad Awais Gulzar & Jinsoo Hwang & Muhammad Zubair, 2020. "Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior," Sustainability, MDPI, vol. 12(2), pages 1-25, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:ajbpps:v:30:y:2015:i:3:p:178-195. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.