A set of principles for conducting and evaluating interpretive field studies in information systems
MIS Quarterly - Special issue on intensive research in information systems
Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
Can Brand Reputation Improve the Odds of Being Reviewed On-Line?
International Journal of Electronic Commerce
Are Consumers More Likely to Contribute Online Reviews for Hit or Niche Products?
Journal of Management Information Systems
Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce
International Journal of Electronic Commerce
Hi-index | 0.00 |
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.