58679

Milad Farzin
Hossein Vazifehdust
Karim Hamdi

Revista Brasileira de Gestão de Negócios

Objetivo – O objetivo deste estudo é identificar consumidores chamados de market mavens do mundo cibernético, cujos pontos de vista influenciam a atitude e o comportamento de outros consumidores. Além disso, o objetivo da pesquisa é criar uma melhor compreensão dos antecedentes e consequências desse comportamento. Metodologia – Estabelecida uma conexão, os participantes receberam uma folha em branco e foram solicitados a representar um cyber-market maven juntamente com o ambiente em que ele/ela vive e as coisas que ele/ela pensa. Após o desenho, os participantes foram entrevistados para responder a perguntas associadas aos elementos da imagem, e a análise temática foi usada para interpretar os dados. Resultados: A interpretação dos dados indicou que sete fatores determinam o mavenismo cibernético, bem como três fatores afetados por esse comportamento. Implicações práticas: O estudo é útil para os negócios digitais que desejam atingir um consumidor que as pessoas percebem como uma boa fonte de informações de mercado e que gosta de apresentar novas marcas a outras pessoas, e usá-las como fontes poderosas no contexto de coprodução de produtos. Além disso, os cyber-mavens podem ajudar os negócios digitais a ampliar seus novos esforços de aquisição de clientes, indicando a quais grupos de clientes devem direcionar seus programas de recompensa por indicação. Contribuições – Este estudo representa uma das primeiras tentativas de entender melhor como os mavens se comportam nos canais do mundo virtual e, assim, melhor subsidiar nossa compreensão de um importante grupo de consumidores, os cyber-mavens. O artigo pode ser valioso para profissionais de marketing e anunciantes com foco nos mercados cibernéticos como alvo.

análise temática, Cyber-market mavens, pesquisa qualitativa de marketing, redes sociais, técnicas projetivas

FARZIN, M.; VAZIFEHDUST, H.; HAMDI, K. Técnicas Projetivas para Entender o Mavenismo de Mercado Cibernético em Sites de Redes Sociais. Revista Brasileira de Gestão de Negócios, v. 22, n. 3, p. 729-749, 2020.

Farzin, M., Vazifehdust, H., & Hamdi, K. (2020). Técnicas Projetivas para Entender o Mavenismo de Mercado Cibernético em Sites de Redes Sociais. Revista Brasileira de Gestão de Negócios, 22(3), 729-749.

https://doi.org/10.7819/rbgn.v22i3.4074

https://www.spell.org.br/documentos/ver/58679/tecnicas-projetivas-para-entender-o-mavenismo-de-mercado-cibernetico-em-sites-de-redes-sociais/i/pt-br

Artigo

Português

Abratt, R.; Nel, D.; Nezer, C. (1995). Role of the market maven in retailing A general marketplace influencer. Journal of Business and Psychology, 10(1), 31-55.

Adweek. (2018). Nike shoppers can now test-run sneakers on a treadmill hooked up to a video game. http://https://www.adweek.com/creativity/nike-shoppers-can-now-test-runsneakers-on-a-treadmill-hooked-up-to-a-videogame.html

Barnes, S. J.; Mattsson, J.; Hartley, N. (2015). Assessing the value of real-life brands in virtual worlds. Technological Forecasting and Social Change, v. 92, p. 12-24.

Barnes, S. J.; Pressey, A.D. (2012). In search of the “meta-maven”: An examination of market maven behavior across real-life, web, and virtual world marketing channels. Psychology & Marketing, 29(3), 167-185.

Barnes, S. J.; Pressey, A. D. (2016). Cyber mavens and online flow experiences: Evidence from virtual worlds. Technological Forecasting and Social Change, v. 111, p. 285-296.

Belch, M. A.; Krentler, K.; Willis-Flurry, L. A. (2005). Teen internet mavens: Influence in family decision making. Journal of Business Research, 58(5), 569-575.

Belk, R.; Fischer, E.; Kozinets, R. V. (2012). Qualitative consumer and marketing research. London: Sage Publications Ltd.

Boyd, D. M.; Ellison, N. B. (2010). Social network sites: definition, history, and scholarship. IEEE Engineering Management Review, 38(3), 16-31.

Braun, V.; Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.

Chan, K. (2006). Exploring children’s perceptions of material possessions: A drawing study. Qualitative Market Research: An International Journal, 9(4), 352-366.

Chan, K. (2006). Young consumers and perception of brands in Hong Kong: A qualitative study. Journal of Product & Brand Management, 15(7), 416-426.

Chelminski, P.; Coulter, R.A. (2007). On market mavens and consumer self-confidence: A cross-cultural study. Psychology & Marketing, 24(1), 69-91.

Christiansen, T.; Snepenger D. (2005). Information sources for thrift shopping: is there a 'thrift maven'? Journal of Consumer Marketing, 22(6), 323-331.

Chu, S. C.; Kim, Y. (2011). Determinants of consumer engagement in electronic word of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.

Clark, R. A.; Goldsmith, R. E. (2005). Market mavens: Psychological influences. Psychology & Marketing, 22(4), 289-312.

Clark, R. A.; Goldsmith, R. E.; Goldsmith, E. B. (2008). Market mavenism and consumer self-confidence. Journal of Consumer Behaviour, 7(3), 239-248.

Dawar, N.; Parker, P. M.; Price, L. J. (1996). A cross-cultural study of interpersonal information exchange. Journal of international business studies, 27(3), 497-516.

Denzin, N. K. (1989). The research act: A theoretical introduction to sociological methods. New Jersey: Routledge.

Denzin, N. K.; Lincoln, Y. S. (1994). The Sage handbook of qualitative research. London: Sage publications.

Denzin, N. K.; Lincoln, Y. S. (2005). The Sage handbook of qualitative research. London: Sage publications.

DePoy, E.; Gitlin, N. L. (2015). Introduction to Research: Understanding and Applying Multiple Strategies. Missouri: Elsevier Health Sciences.

Edison, S. W.; Geissler, G. L. (2011). An investigation of negative word-of mouth communication among market mavens. Journal of Marketing Communications, 11(2), 73-94.

Farzin, M.; Fattahi, M. (2018). EWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161-183.

Feick, L. F.; Price, L. L. (1987). The market maven: A diffuser of marketplace information. The Journal of Marketing, 51(1), 83-97.

Flynn, L.; Goldsmith, R. E. (2017). Filling some gaps in market mavenism research. Journal of Consumer Behaviour, 16(2), 121-129.

Gauntlett, D. (2005). Imagined worlds of stars and celebrities: A art project in association with Tate Liverpool. www.theory.org.uk/david/artproject.htm

Geissler, G. L.; Edison, S. W. (2005). Market mavens’ attitudes towards general technology: Implications for marketing communications. Journal of Marketing Communications, 11(2), 73-94.

Goldsmith, R. E.; Clark, R. A.; Goldsmith, E. B. (2006). Extending the psychological profile of market mavenism. Journal of Consumer Behaviour, 5(5), 411-419.

Goldsmith, R. E.; Flynn, L. R.; Clark, R. A. (2012). Motivators of market mavenism in the retail environment. Journal of Retailing and Consumer Services, 19(4), 390-397.

Goldsmith, R. E.; Flynn, L. R.; Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing theory and practice, 11(4), 54-65.

Goodey, C.; East, R. (2008). Testing the market maven concept. Journal of Marketing Management, 24(3-4), 265-282.

Hoffman, R. (2015). Visionary competence for long-term development of brands, products, and services: The trend receiver concept and its first applications at Audi. Technological Forecasting and Social Change, v. 101, p. 83-98.

Iyengar, R.; Van den Bulte, C.; Valente, T. W. (2011). Opinion leadership and social contagion in new product diffusion. Marketing Science, 30(2), 195-212.

Kaplan, A. M.; Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

Kiani, I.; Laroche, M.; Paulin, M. (2016). Development of market mavenism traits: Antecedents and moderating effects of culture, gender, and personal beliefs. Journal of Business Research, 69(3), 1120-1129.

Levy, S. (1950). Figure drawing as a projective technique. In K.E. Abt, & L. Bellak, (Eds). Projective Psychology. p. 257-297. Grove Press: New York, NY.

Lincoln, Y. S.; Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.

Lin, K.-Y.; Lu, H.-P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161.

Marton, F. (1986). Phenomenograph: A research approach to investigating different understandings of reality. Journal of thought, p. 28-49.

Maxwell, J. A. (1997). Designing a qualitative study. The SAGE handbook of applied social research methods, n. 2, p. 214-253.

Maxwell, J. A. (2004). Qualitative research design: An interactive approach. London: Sage publications.

McNeal, J. U. (1992). Kids as customers: A handbook of marketing to children. New York, NY: Lexington Books.

McNeal, J. U.; Ji, M. (2003). Children’s visual memory of packaging. Journal of Consumer Marketing, 20(5), 400-427.

O’Sullivan, S. R.; (2015). The market maven crowd: Collaborative risk‐aversion and enhanced consumption context control in an illicit market. Psychology & Marketing, 32(3), 285-302.

Parmentier, G.; Mangematin, V. (2014). Orchestrating innovation with user communities in the creative industries. Technological Forecasting and Social Change, v. 83, p. 40-53.

Rogers, E. M. (2003). Diffusion of Innovations. 5 ed. New York, NY: Free Press.

Ruvio, A.; Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology & Marketing, 24(8), 703-722.

Slama, M. E.; Williams, T. G. (1990). Generalization of the market maven’s information provision tendency across product categories. Advances in Consumer Research, 17(1), 48-52.

Teimourpour, B.; Hanzaee, K. H. (2011). The impact of culture on luxury consumption behaviour among Iranian consumers. Journal of Islamic Marketing, 2(3), 309-328.

Walsh, G.; Gwinner, K.P.; Swanson, S.R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion. Journal of Consumer Marketing, 21(2), 109-122.

Walsh, G.; Mitchell, V. W. (2001). German market mavens’ decision-making styles. Journal of EuroMarketing, 10(4), 83-108.

Walsh, G.; Mitchell, V. W. (2010). Identifying, segmenting and profiling online communicators in an Internet music context. International Journal of Internet Marketing and Advertising, 6(1), 41-64.

Wiedmann, K. P.; Walsh, G.; Mitchell, V. W. (2001). The German manmaven: An agent for diffusing market information. Journal of Marketing Communications, 7(4), 195-212.

Yang, H. (2013). A cross-cultural study of market mavenism in social media: Exploring young American and Chinese consumers’ viral marketing attitudes, eWOM motives and behavior. International Journal of Internet Marketing and Advertising, 8(2), 102-124.

Yoshida, D.; Miyazawa, Jun-ichi, & Takahashi, S. (2014). Role of community in user innovation generation and diffusion. Focusing on non-brand communities in the mountain climbing market. Technological Forecasting and Social Change, v. 88, p. 1-15.

Zhang, J.; Lee, W.N. (2014). Exploring the impact of self-interests on market mavenism and E-mavenism: A Chinese story. Journal of Internet Commerce, 13(3-4), 194-210.