• Login
    View Item 
    •   DSpace@RPI Home
    • Rensselaer Libraries
    • RPI Theses Online (Complete)
    • View Item
    •   DSpace@RPI Home
    • Rensselaer Libraries
    • RPI Theses Online (Complete)
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Toward a framework for establishing social media market mavenism : an expertise presentation approach

    Author
    Agopian, Garo
    View/Open
    179817_Agopian_rpi_0185E_11591.pdf (1.272Mb)
    Other Contributors
    Nevo, Dorit; Commuri, Suraj; Yu, Shan; McDermott, Christopher M.;
    Date Issued
    2019-08
    Subject
    Management
    Degree
    PhD;
    Terms of Use
    This electronic version is a licensed copy owned by Rensselaer Polytechnic Institute, Troy, NY. Copyright of original work retained by author.;
    Metadata
    Show full item record
    URI
    https://hdl.handle.net/20.500.13015/2449
    Abstract
    This dissertation explores market mavens and presents initial steps toward a framework for understanding how market mavenism is established on social media. Since expertise is the construct that differentiates market mavens from other online influencers, the dissertation studies social media market mavens through the lens of their expertise. It builds on two relevant frameworks: expertise assessment and self-validation, and presents a theoretical conceptualization as well as research questions which are answered through a qualitative empirical study. The results of the study suggest that market mavenism is established on social media through the presentation of both absolute and reputation-based expertise; the former is presented through self-validation tactics while the latter is presented through the three tactics of disseminating knowledge, displaying ego, and exhibiting differentiation. The dissertation concludes that the presentation of expertise is integral to establishing social media market mavenism, and that attitude toward influence and the desire to pursue social media market mavenism are associated with the differential emphasis on particular expertise presentation tactics.;
    Description
    August 2019; School of Management
    Department
    Lally School of Management;
    Publisher
    Rensselaer Polytechnic Institute, Troy, NY
    Relationships
    Rensselaer Theses and Dissertations Online Collection;
    Access
    Restricted to current Rensselaer faculty, staff and students. Access inquiries may be directed to the Rensselaer Libraries.;
    Collections
    • RPI Theses Online (Complete)

    Browse

    All of DSpace@RPICommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    DSpace software copyright © 2002-2022  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV