The Dynamic Rise of Digital Brands’ Market Mavens in Digital Entertainment: A Complete Know How for Curious Customers

Üyesi Orhan Duman () and Subhankar Das ()
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Üyesi Orhan Duman: Bandırma Onyedi Eylül University
Subhankar Das: Duy Tan University

Chapter Chapter 8 in Digital Entertainment, 2021, pp 147-172 from Springer

Abstract: Abstract Today, businesses use communication channels which are usually done to create brand value on consumers and to support the sale of the brand. However, it is controversial whether these efforts find the expected response in consumers. On the consumer side, there are word-of-mouth communication channels which have become an electronic WOM (eWOM) concept after the spread of internet and social networking sites. Consumers are seeking information about products/brands and taking into account the impact and approval of certain reference groups such as market mavens. Market mavens have become much more effective in the digital environment and has reached an impact power that both affects and directs consumers via eWOM. As confidence and commitment to market mavens developed, interest in the products/brands they offered increased. Today’s brands that realize the importance of market mavens will be able to survive and stand out in a competitive environment. Such brands can benefit from this marketing advantage by generating messages and content that can be viral for market mavens through eWOM.

Keywords: Brand; Market maven; eWOM; Viral marketing; Innovator; Opinion leader; Brand value; Brand image; Buzz marketing (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-15-9724-4_8

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DOI: 10.1007/978-981-15-9724-4_8

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