MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus
In globalization era, firms have to deal with multifaceted challenges. Dynamic ch.anges in consumers' demands and desires, technology, and new knowledge and b:movative movement of competitors are some examp.les of the important tasks to be managed in order to be able to survive in the market. T...
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| Format: | Article |
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[Yogyakarta] : Universitas Gadjah Mada
2009
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| _version_ | 1826033082972504064 |
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| author | Perpustakaan UGM, i-lib |
| author_facet | Perpustakaan UGM, i-lib |
| author_sort | Perpustakaan UGM, i-lib |
| collection | UGM |
| description | In globalization era, firms have to deal with multifaceted
challenges. Dynamic ch.anges in consumers' demands and desires,
technology, and new knowledge and b:movative movement of competitors
are some examp.les of the important tasks to be managed in
order to be able to survive in the market. The role of communications
and the presence of market maven cannot be ignored because both
are salient elements for establishing a firm's marketing strategy.
Market maven has been well defined and studied. However, the
participation of market maven in improving a consumer's knowledge
and trust in certain object is unqlear. Therefore, this study aims
to: (I) investigate the role of inherent personal knowledge in
affecting trust, (2) investigate as to whether mavens playa role in
improving a recipient's knowledge level and trust. The authors
conducted a study that involved a total of 134 students as respondents.
The correlation betWeen subjective knowledge and trust
attains a medium level, while objective knowledge is related to trust
at a very low level. Trust in the low maven. group is the lowest
compared to that in medium and high mavens. This study indicates
that there are different results in terms of effects of information
provided by three different maven groups. |
| first_indexed | 2024-03-05T23:11:21Z |
| format | Article |
| id | oai:generic.eprints.org:27700 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T19:04:33Z |
| publishDate | 2009 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:277002014-06-18T00:24:30Z https://repository.ugm.ac.id/27700/ MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus Perpustakaan UGM, i-lib Jurnal i-lib UGM In globalization era, firms have to deal with multifaceted challenges. Dynamic ch.anges in consumers' demands and desires, technology, and new knowledge and b:movative movement of competitors are some examp.les of the important tasks to be managed in order to be able to survive in the market. The role of communications and the presence of market maven cannot be ignored because both are salient elements for establishing a firm's marketing strategy. Market maven has been well defined and studied. However, the participation of market maven in improving a consumer's knowledge and trust in certain object is unqlear. Therefore, this study aims to: (I) investigate the role of inherent personal knowledge in affecting trust, (2) investigate as to whether mavens playa role in improving a recipient's knowledge level and trust. The authors conducted a study that involved a total of 134 students as respondents. The correlation betWeen subjective knowledge and trust attains a medium level, while objective knowledge is related to trust at a very low level. Trust in the low maven. group is the lowest compared to that in medium and high mavens. This study indicates that there are different results in terms of effects of information provided by three different maven groups. [Yogyakarta] : Universitas Gadjah Mada 2009 Article NonPeerReviewed Perpustakaan UGM, i-lib (2009) MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus. Jurnal i-lib UGM. http://i-lib.ugm.ac.id/jurnal/download.php?dataId=10763 |
| spellingShingle | Jurnal i-lib UGM Perpustakaan UGM, i-lib MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus |
| title | MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus |
| title_full | MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus |
| title_fullStr | MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus |
| title_full_unstemmed | MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus |
| title_short | MARKETMAVENISM: Its Contributionin BuildingConsumer sTrus |
| title_sort | marketmavenism its contributionin buildingconsumer strus |
| topic | Jurnal i-lib UGM |
| work_keys_str_mv | AT perpustakaanugmilib marketmavenismitscontributioninbuildingconsumerstrus |