The influence of user interaction and participation in social media on the consumption intention of niche products

Phang, Chee Wei and Zhang, Chenghong and Sutanto, Juliana (2013) The influence of user interaction and participation in social media on the consumption intention of niche products. Information and Management, 50 (8). pp. 661-672. ISSN 0378-7206

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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.

Item Type:
Journal Article
Journal or Publication Title:
Information and Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1700/1710
Subjects:
ID Code:
75142
Deposited By:
Deposited On:
11 Aug 2015 11:59
Refereed?:
Yes
Published?:
Published
Last Modified:
17 Sep 2020 02:24