Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - The influence of user interaction and participation in social media on the consumption intention of niche products
AU - Phang, Chee Wei
AU - Zhang, Chenghong
AU - Sutanto, Juliana
PY - 2013/12
Y1 - 2013/12
N2 - 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.
AB - 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.
KW - Social media participation
KW - User interaction
KW - Network structural properties
KW - Social network analysis
KW - Niche cultural products
U2 - 10.1016/j.im.2013.07.001
DO - 10.1016/j.im.2013.07.001
M3 - Journal article
VL - 50
SP - 661
EP - 672
JO - Information and Management
JF - Information and Management
SN - 0378-7206
IS - 8
ER -