Consumer ethnocentrism, market mavenism and social network analysis
© 2018 This study investigates the tendency of consumer ethnocentrism, the role of market mavenism and interactions between these two constructs within a social structure. A total of 215 responses were collected online using the snowballing technique. This study finds that younger consumers are less...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Elsevier
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/68656 |
| _version_ | 1848761857166278656 |
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| author | Cheah, Isaac Shimul, A. |
| author_facet | Cheah, Isaac Shimul, A. |
| author_sort | Cheah, Isaac |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2018 This study investigates the tendency of consumer ethnocentrism, the role of market mavenism and interactions between these two constructs within a social structure. A total of 215 responses were collected online using the snowballing technique. This study finds that younger consumers are less ethnocentric but demonstrate more mavenism than their counterparts. The social network analysis shows that within the 2-clique, the market mavens outnumbered the non-mavens. This paper provides a holistic view by incorporating the relationship among three concepts with six-degrees-of-separation theory, adding new insights into the constructs which was not previously addressed within the literature. |
| first_indexed | 2025-11-14T10:38:20Z |
| format | Journal Article |
| id | curtin-20.500.11937-68656 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:38:20Z |
| publishDate | 2018 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-686562018-06-29T12:35:14Z Consumer ethnocentrism, market mavenism and social network analysis Cheah, Isaac Shimul, A. © 2018 This study investigates the tendency of consumer ethnocentrism, the role of market mavenism and interactions between these two constructs within a social structure. A total of 215 responses were collected online using the snowballing technique. This study finds that younger consumers are less ethnocentric but demonstrate more mavenism than their counterparts. The social network analysis shows that within the 2-clique, the market mavens outnumbered the non-mavens. This paper provides a holistic view by incorporating the relationship among three concepts with six-degrees-of-separation theory, adding new insights into the constructs which was not previously addressed within the literature. 2018 Journal Article http://hdl.handle.net/20.500.11937/68656 10.1016/j.ausmj.2018.05.017 Elsevier restricted |
| spellingShingle | Cheah, Isaac Shimul, A. Consumer ethnocentrism, market mavenism and social network analysis |
| title | Consumer ethnocentrism, market mavenism and social network analysis |
| title_full | Consumer ethnocentrism, market mavenism and social network analysis |
| title_fullStr | Consumer ethnocentrism, market mavenism and social network analysis |
| title_full_unstemmed | Consumer ethnocentrism, market mavenism and social network analysis |
| title_short | Consumer ethnocentrism, market mavenism and social network analysis |
| title_sort | consumer ethnocentrism, market mavenism and social network analysis |
| url | http://hdl.handle.net/20.500.11937/68656 |