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http://dx.doi.org/10.14400/JDC.2016.14.10.241

The Moderate Effect of Market Maven to Intention of Word of Mouth on New Product  

Song, Yongtae (Dept. of Business Administration, Sun Moon Univ.)
Publication Information
Journal of Digital Convergence / v.14, no.10, 2016 , pp. 241-252 More about this Journal
Abstract
The purpose of this study is to explain the word-of-mouth communication that evolve differently from traditional marketing communications using existing mass media in an environment of the flooding of new products. In particular, people use digital devices as internet users and various communication is activated in blogs and communities. It is expanding that companies use market maven as a facilitator of communication. The role of Market maven due to the spread of the Internet seems to be more meaningful for marketing activities. Market maven is a look at how it should study moderate effect on word of mouth of new products. Empirical results show that perceived curiosity and perceived innovativeness of new product has a positive impact on the word of mouth of new product, and was confirmed in a moderate effect of market maven.
Keywords
Market maven; Innovativeness; Curiosity; Opinion leader; Early adopter; Word of mouth;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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