Int. J. of Intelligent Systems Technologies and Applications   »   2013 Vol.12, No.3/4

 

 

Title: Snowball sampling consumer behaviour research to characterise the influence of market mavens on social networks

 

Authors: Takashi Yoshida; Tomohisa Gotoh; Nobuyuki Tomizawa; Ken'ichi Ikeda

 

Addresses:
Graduate School of Business Sciences, University of Tsukuba, 3-29-1 Otsuka, Bunkyo-ku, Tokyo 112-0012, Japan
Knowledge Discovery Research Laboratories, NEC Corporation, 1753 Shimonumabe, Nakahara-ku, Kawasaki, Kanagawa 211-8666, Japan
Knowledge Discovery Research Laboratories, NEC Corporation, 1753 Shimonumabe, Nakahara-ku, Kawasaki, Kanagawa 211-8666, Japan
Department of Social Psychology, The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo 113-0033, Japan

 

Abstract: Market maven is a type of consumers who spread their capricious knowledge widely. Although the existence of market mavens has been known, our research is the first to characterise their disposition and role on social networks. We carried out researches about consumer behaviour and social networks, applying snowball sampling technique, an ideal way to acquire samples of influential individuals. Market mavens were included more among influential respondents. In addition, by the analysis of social network structure, market mavens were found to be taking part in more groups of people and therefore act as a bridge between groups that spreads information from one to others. These results revealed the market mavens' influence in diffusion processes.

 

Keywords: word-of-mouth; WoM; technology diffusion; viral marketing; snowball sampling; market mavens; local diffusion; social networks; community structure; degree correlation; consumer behaviour; information sharing.

 

DOI: 10.1504/IJISTA.2013.056534

 

Int. J. of Intelligent Systems Technologies and Applications, 2013 Vol.12, No.3/4, pp.268 - 282

 

Submission date: 27 Nov 2012
Date of acceptance: 09 May 2013
Available online: 25 Sep 2013

 

 

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