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Enlisting Online Communicators in Web 2.0

Enlisting Online Communicators in Web 2.0

Gianfranco Walsh, Simon Brach, Vincent-Wayne Mitchell
Copyright: © 2010 |Pages: 12
ISBN13: 9781615205974|ISBN10: 1615205977|ISBN13 Softcover: 9781616922498|EISBN13: 9781615205981
DOI: 10.4018/978-1-61520-597-4.ch008
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MLA

Walsh, Gianfranco, et al. "Enlisting Online Communicators in Web 2.0." E-Entrepreneurship and ICT Ventures: Strategy, Organization and Technology, edited by Tobias Kollmann, et al., IGI Global, 2010, pp. 137-148. https://doi.org/10.4018/978-1-61520-597-4.ch008

APA

Walsh, G., Brach, S., & Mitchell, V. (2010). Enlisting Online Communicators in Web 2.0. In T. Kollmann, A. Kuckertz, & C. Stöckmann (Eds.), E-Entrepreneurship and ICT Ventures: Strategy, Organization and Technology (pp. 137-148). IGI Global. https://doi.org/10.4018/978-1-61520-597-4.ch008

Chicago

Walsh, Gianfranco, Simon Brach, and Vincent-Wayne Mitchell. "Enlisting Online Communicators in Web 2.0." In E-Entrepreneurship and ICT Ventures: Strategy, Organization and Technology, edited by Tobias Kollmann, Andreas Kuckertz, and Christoph Stöckmann, 137-148. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-61520-597-4.ch008

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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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