Exploring the Impact of Cultural Value Orientations on Market Mavenism and Opinion Leadership

Market mavens and opinion leaders are two key types of consumer influentials. The focus of this research is to extend their predictor characteristics by drawing on the four-way horizontal and vertical individualism-collectivism typology. The theoretical and practical contributions of this study are established by the findings based on the survey data collected from 313 online consumer panelists in the United States. Market mavenism and opinion leadership were independent yet moderately related concepts. Vertical individualism and horizontal collectivism were significant predictors of both market mavenism and opinion leadership while horizontal individualism affected only market mavenism. Vertical collectivism did not predict either type of consumer influentials. Interaction with service employees moderated the relationships between horizontal collectivism and market mavenism and between vertical individualism and opinion leadership.