Identifying, segmenting and profiling online communicators in an internet music context

G. Walsh, V.W. Mitchell

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


The internet increases the importance of information dissemination, which can enhance the success of online and offline products. Indeed, in certain markets, online communicators can play a central role in influencing others' purchase decisions. Previous research has identified e-Mavens as one such group, but has not profiled them and has treated them as a homogenous group. From an online sample of some 2500 consumers, we identify e-Mavens and systematically examine their demographic, socio-economic and psychographic characteristics as well as their motives for visiting websites and disseminating information in a music context. In addition, cluster analysis identified four meaningful and distinct e-Mavens groups, which have implications for e-marketing research, e-practitioners targeting online music communities and the market maven concept.
Original languageEnglish
Pages (from-to)41-64
Number of pages23
JournalInternational Journal of Internet Marketing and Advertising
Issue number1
Publication statusPublished - 2010


  • identifying
  • segmenting
  • profiling
  • online communicators
  • internet music

Cite this