Market mavens are knowledgeable consumers who frequently gather and share information about goods and marketplaces with others. The purpose of this research was to understand factors affecting market mavens’ use of social media for fashion-related information provision. The results confirmed that market mavens were driven by ‘pleasure from helping’ and a ‘sense of obligation’ to disseminate fashion-related information through social media. The study provides valuable insights for fashion retailers looking to enhance the impact of social media marketing through the deployment of market mavens. We suggested small or start-up fashion-related retailers who cannot afford to pay social media influencers to promote their goods may consider collaborating with those with high market mavenism to share information. 

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