In a [[business model]], a user is an individual or entity that interacts with and gains value from a [[product]] or [[service]] provided by a [[company]]. Users are fundamental to the business model as they engage with the company's offerings, provide feedback, drive usage metrics, and often influence the product's success through their ongoing engagement. Although users may not always be the direct [[buyer|buyers]] of a product, they significantly affect purchasing decisions through their experiences and satisfaction levels. In some instances, users can also serve as [[influencer|influencers]] by recommending products to others, thereby affecting broader consumer behavior and potentially increasing sales for the company.