User Involvement in a Desire to Buy Particular Goods on the Internet

Abstract

Social media can be very effective at promoting niche products because customers often enjoy leaving reviews and striking up discussions about these things. This could increase consumer interest in the goods. In this study, we investigate how user designs interacting during a discourse on a niche cultural product can affect engagement levels, which may in turn improve consumption intentions. We demonstrate how increased interaction might boost consumption motivation. We discover that increased homophily and connectedness within the social media network will lead to a simultaneous rise in polarization and the prevalence of content tailored to niche markets. Next, we examine an expansion in which two lobbyists have the ability and desire to affect the frequency of every kind of content. The primary ways in which businesses can use social media as tools for strategic marketing. The article outlines the primary categories of social media applications and suggests two key applications for social media use by marketers: As sources of market intelligence, or "passive marketing tools," as well as "active marketing tools," which are platforms for interacting, communicating, and promoting with customers.