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.