MARKET MAVEN AND MAVENISM: A BIBLIOMETRICS ANALYSIS USING SCOPUS DATABASE

With the growing competition and complexity of marketing information, interpersonal communication is becoming increasingly important to marketers and consumers (mavens) who can act as disseminators of marketing communications and play an important role. Therefore, marketers should have an active interest in developing networks of communication with interpersonal communicators, such as market mavens, to meet and influence a broader market. The study objectives are to assess global research patterns in the market mavens field focused on publishing outcomes, co-authorships between authors and similar countries, and co-occurrences of keywords Usage of the Scopus database. A total of 127 market mavens -related publications were published from different journals from 1995 to 2019. A review of co-citation established market mavens as the main theoretical basis of information diffusion. After that, the study used a co-word review to assess over time the creation of field research topics. The research of the market mavens highlighted Similarities including the increase in time of the study, the growing popularity of the term "market maven". the new trends of e- mavens in networking sites, and research-focused management applications. Will be suggested for future studies as well.