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dc.rights.licenseRestricted to current Rensselaer faculty, staff and students. Access inquiries may be directed to the Rensselaer Libraries.
dc.contributorNevo, Dorit
dc.contributorCommuri, Suraj
dc.contributorYu, Shan
dc.contributorMcDermott, Christopher M.
dc.contributor.authorAgopian, Garo
dc.date.accessioned2021-11-03T09:13:29Z
dc.date.available2021-11-03T09:13:29Z
dc.date.created2020-06-12T12:30:23Z
dc.date.issued2019-08
dc.identifier.urihttps://hdl.handle.net/20.500.13015/2449
dc.descriptionAugust 2019
dc.descriptionSchool of Management
dc.description.abstractThis 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.
dc.language.isoENG
dc.publisherRensselaer Polytechnic Institute, Troy, NY
dc.relation.ispartofRensselaer Theses and Dissertations Online Collection
dc.subjectManagement
dc.titleToward a framework for establishing social media market mavenism : an expertise presentation approach
dc.typeElectronic thesis
dc.typeThesis
dc.digitool.pid179816
dc.digitool.pid179817
dc.digitool.pid179818
dc.rights.holderThis electronic version is a licensed copy owned by Rensselaer Polytechnic Institute, Troy, NY. Copyright of original work retained by author.
dc.description.degreePhD
dc.relation.departmentLally School of Management


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