One interaction at a time and the design of every platform should start with the design of the core interaction that it enables. This focus is particularly relevant for the interaction between producers or suppliers and consumers, which results in an exchange of value. This exchange is the single most important activity that takes place on a platform and is the reason most users are attracted to it in the first place. However, repeat use of a DBP is also driven by other, more interpersonal dimensions (Gui, 2000) that users experience when engaging with the platform, before, during, or after the actual transaction (Buchanan, 2001).
Thus, when considering how to boost loyalty to the platform, the entire exchange process and associated activities are relevant. Marketing Cork Bicycle shop should aim to influence the entire range of user interactions, not just the transaction (Hoyer et al., 2020).In a pipeline business, customer interactions are typically sequential and structured. In a DBP, interactions are multidimensional, non-sequential, and less structured. A DBP constantly humming with interactions likely generates thick markets on all sides, ensuring the stability and liquidity of the platform.
The interactions also provide the platform with the energy to persist, and with more energy generated, the platform is more likely to succeed. A key function of marketing is to ensure an adequate number of quality interactions, akin to its function in driving traffic on non-platform websites. However, interactions for the sake of interactions (e.g., clickbait) might not be valuable. They might enhance user awareness and short-term engagement but are unlikely to generate long-term loyalty. Therefore, interactions on a DBP must be of sufficient quality to ensure follow-through activities, communications, and exchanges that eventually create value for users.