People use products because they are perceived to have a positive cost-benefit tradeoff in the user experience. Usability –making a product easy to use –lowers the cost but is not itself a UX benefit. User will put up with low usability and other costs like loss of privacy and annoying advertisements if they think the benefits are worth it. Marketing (by which I think you mean promoting a product) is not itself a cost or benefit for the user, but are attempts by the product-maker to influence the perceived costs and benefits. That’s important to do, but not the only thing. Desirability Facebook is one of those products that succeeds because of its own success. Desirabilty –the degree the product reflects …

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Why is everybody using Facebook, is it good marketing or good usability?