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

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Featured

Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account

Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School

Read More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

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.