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Economic Benefits and Reference Potential of Market Mavens

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  • Puspa, Jofi

Abstract

Understanding the reference potential of mavens seems to be relevant in order to comprehend the implicit economic benefits of a maven in the market place. This study shows that, apparently, maven groups can be clearly distinguished from a non-maven group on the basis of their reference power. Market mavens have a high reference potential, which confirms their function in the WOM-information process.

Suggested Citation

  • Puspa, Jofi, 2014. "Economic Benefits and Reference Potential of Market Mavens," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 166095, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aajs14:166095
    DOI: 10.22004/ag.econ.166095
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    Keywords

    Consumer/Household Economics; Marketing;

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