Maven 2.0: the Newly Assembled Interactive Ex-Pat Market Maven

Hope Schau, University of Arizona, USA
Beth DuFault, University of Arizona, USA
Yan Mandy Dang, Northern Arizona University, USA
Yulei Gavin Zhang, Northern Arizona University, USA
Those consumers less familiar with the rules and norms of the American retail environment often participate in interactive web communities to understand the markets. They are commonly assisted in their acculturation by online market mavens. We study the object agency of Web 2.0 and of language in this acculturation.
[ to cite ]:
Hope Schau, Beth DuFault, Yan Mandy Dang, and Yulei Gavin Zhang (2015) ," Maven 2.0: the Newly Assembled Interactive Ex-Pat Market Maven", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 56-61.