Name
Title | ||
|---|---|---|
The influence of user interaction and participation in social media on the consumption intention of niche products |
Abstract | ||
|---|---|---|
Social media may be particularly adept at promoting niche products because of the tendency of consumers to participate in generating reviews and discussing such products, thereby raising interest in them. In this study, we investigate how patterns of user interaction in discussing a niche cultural product may influence participation levels, which in turn enhance consumption intentions. We show that higher levels of participation can indeed enhance consumption intention. Furthermore, interaction patterns with high inclusiveness and betweenness centralization may enhance participation levels, whereas out-degree centralization and core-periphery have a detrimental influence. Implications for research and practice are discussed. |
Year | DOI | Venue |
|---|---|---|
2013 | 10.1016/j.im.2013.07.001 | PACIS |
Keywords | DocType | Volume |
betweenness centralization,detrimental influence,social media,high inclusiveness,niche product,out-degree centralization,niche cultural product,user interaction,participation level,interaction pattern,consumption intention,social network analysis | Journal | 50 |
Issue | ISSN | Citations |
8 | 0378-7206 | 19 |
PageRank | References | Authors |
0.70 | 14 | 3 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Chee Wei Phang | 1 | 460 | 28.55 |
| Chenghong Zhang | 2 | 116 | 18.03 |
| Juliana Sutanto | 3 | 314 | 27.72 |