Mavenism and e-maven propensity: antecedents, mediators and transferability
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Research in Interactive Marketing"
DOI: 10.1108/jrim-01-2018-0008
Abstract: Purpose Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of physical market maven to online channel. A conceptual model capturing… read more here.
Keywords: physical market; antecedents mediators; propensity; maven propensity ... See more keywords