MavenismoUn análisis de sus motivaciones

  1. Urrutikoetxea Arrieta, Beñat 1
  2. Rodríguez Molina, Miguel 1
  3. Castañeda García, José Alberto 1
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revue:
Hipertext.net: Revista Académica sobre Documentación Digital y Comunicación Interactiva

ISSN: 1695-5498

Année de publication: 2018

Número: 16

Type: Article

DOI: 10.31009/HIPERTEXT.NET.2018.I16.09 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Hipertext.net: Revista Académica sobre Documentación Digital y Comunicación Interactiva

Objectifs de Développement Durable

Résumé

In an overloaded online world, users seek help when making decisions using new sources of information as a reference. These sources are identified as influencers and among them mavens are a type that has traditionally stood out in the literature. In this context, the use of influencers in the marketing strategies of companies has increased. Therefore, the purpose of this study is to know the motivations that determine the behavior of the mavens. A total of 84 responses from influencers of the tourism sector were obtained by analyzing the influence of the motivations on the behavior of the mavens through the method of generalized moments. The results show that the main motivations of the mavens are altruism, empathy, the obligation to help others or reciprocity, personal gain and fun. The conclusions obtained are valuable to plan “Influencer Marketing” strategies, since it allows us to better understand the motivations of this group classified as mavens. At the same time, it is of great value for those professionals who seek to influence through their publications on the Internet.

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Esta investigación ha sido posible gracias al apoyo del proyecto: “El efecto de las recomendaciones en el comportamiento del turista y en el valor de marca del destino. I+D+I ECO2015-65306-R” (MINECO/FEDER)

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