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Innovators, Connectors, Salesmen, Mavens and WOMA: Fitting the Tipping Point Groups into the WOMA Schema
One of the more difficult issues facing researches is identifying what characteristics make some people special and other people not when it comes to word of mouth advertising. Malcolm Gladwell, in his book The Tipping Point (Gladwell, 2002) identifies four types of individuals who are key to the word of mouth process: Innovators, Connectors, Salesmen and Mavens. This paper discusses how these theoretical groups are identified using a set of 27 key questions, examines in detail the demographic, psychographic and media profiles of each group and investigates in part how these groups may fit into the WOMA schema (WOMMA, 2004).
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