THE POWER OF INVISIBLE INTERACTIONS: A MICROECONOMIC ANALYSIS OF SILENT USERS IN DIGITAL MARKETING

Povzetek

Users who do not engage in visible interactions on digital platforms but are active in content consumption are ignored in marketing strategies as they fall outside traditional analysis models. These users, who do not like, comment or share content, exhibit a silent but effective form of participation by saving, re-watching and influencing decision-making processes. The fact that algorithms focus only on visible data is insufficient to identify this user group and prevents the evaluation of potential economic values. From a microeconomic perspective, this behaviour can be explained by concepts such as information asymmetry, invisible utility and strategic silence. From a marketing perspective, the inclusion of silent users in data-driven strategies increases targeting accuracy and enables more inclusive content policies.