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

Chee Wei Phang, Chenghong Zhang, Juliana Sutanto

Research output: Journal PublicationArticlepeer-review

99 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)661-672
Number of pages12
JournalInformation and Management
Volume50
Issue number8
DOIs
Publication statusPublished - Dec 2013
Externally publishedYes

Keywords

  • Network structural properties
  • Niche cultural products
  • Social media participation
  • Social network analysis
  • User interaction

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Information Systems and Management

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