Internet Mavens In India

Kathleen A. Krentler and Nripendra Singh

Paradigm, 2009, vol. 13, issue 2, 36-42

Abstract: Internet penetration is growing dramatically in the emerging economy of India. This study examines whether the internet maven construct, first identified in the United States, exists amongst the online population in India. Internet mavens, an extension of the market maven, are savvy Internet users who act as sources of consumer information for others. In this study, internet mavens are identified in the Indian population. Various aspects of Internet usage (amount, purpose, and enjoyment) are found to be predictors of Internet mavenism. Further, Internet mavens are found to trust the Internet more fully as a source of consumer information and to see the Internet as more essential to their day-to-day life than do non-mavens. Mavens were found to have significantly higher household incomes than non-mavens. However, despite looking across a variety of additional variables, no clear demographic profile of the Indian Internet maven emerged.

Keywords: Internet; Internet Maven; Market Maven; Influence on Decision Making; India (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0971890720090205 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:13:y:2009:i:2:p:36-42

DOI: 10.1177/0971890720090205

Access Statistics for this article

More articles in Paradigm
Bibliographic data for series maintained by SAGE Publications ().