Social Hubs: a Valuable Segmentation Construct in the Word-Of-Mouth Consumer Network

EXTENDED ABSTRACT - As marketers reflecting on word-of-mouth (WOM), we consider highly involved experts including opinion leaders and market mavens (Childers 1986; Feick and Price 1987) as key segmentation constructs in identifying those consumers who are responsible for the dissemination of marketplace information. But there is another class of consumers that is at least as influential in this domain that is not yet on marketers’ radar screens. These are the consumers who direct social trafficBwe will call these consumers Asocial hubs.@ Social hubs provide access to a large number and broad variety of consumers. The objective of this research is to introduce these social hubs.



Citation:

Andrea C. Wojnicki (2004) ,"Social Hubs: a Valuable Segmentation Construct in the Word-Of-Mouth Consumer Network", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 521-522.

Authors

Andrea C. Wojnicki, Harvard Business School



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More

Featured

F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More

Featured

G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.