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Examining the antecedents of market mavenism in higher education

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  • Leroy Robinson

Abstract

The competitive levels in the higher education market have intensified over recent years. There is a need to develop innovative strategies for communicating the institution's value proposition. Market mavens play a significant role in the marketplace and can be part of a communication strategy. They are individuals who facilitate the exchange of information and willingly provide help to other marketplace participants. A sample of 346 responses from online students at a university in the southwestern United States was utilized. The results support the influence of affinity for technology in market mavenism in a higher education setting. In addition, the antecedents of self-efficacy, altruism, and marketplace involvement were confirmed to impact market mavenism. Market mavens communicate positive word-of-mouth, making them an attractive target for marketing communications. Higher education institutions have an opportunity to identify and focus on market mavens, who in turn can assist other students’ decision-making and give the institution a promotional advantage.

Suggested Citation

  • Leroy Robinson, 2025. "Examining the antecedents of market mavenism in higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(2), pages 384-397, July.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:2:p:384-397
    DOI: 10.1080/08841241.2023.2193941
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