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    Consumer ethnocentrism, market mavenism and social network analysis

    Access Status
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    Authors
    Cheah, Isaac
    Shimul, A.
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Cheah, I. and Shimul, A. 2018. Consumer ethnocentrism, market mavenism and social network analysis. Australasian Marketing Journal.
    Source Title
    Australasian Marketing Journal
    DOI
    10.1016/j.ausmj.2018.05.017
    ISSN
    1441-3582
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/68656
    Collection
    • Curtin Research Publications
    Abstract

    © 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.

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