13. A computer system for identifying a matching product relative to a reference product, the computer system comprising: one or more computer processors; one or more computer readable storage media; program instructions stored on the computer-readable storage media for execution by at least one of the one or more processors, the program instructions comprising: program instructions to receive a product query from a user via a user device, the user device being capable of communicating user input and a geographical location associated with the user; program instructions to identifying a reference product based on the received product query; program instructions to parse the received product query into one or more elements, wherein the one or more elements of the product query are associated with the identified reference product; program instructions to generate an application query based on the parsed product query, wherein the application query includes a plurality of terms, the plurality of terms include at least a first term based on a predefined ontology associated with the reference product, a second term based on the one or more elements of the product query, and a third term based on one or more social media posts associated with the user, wherein the one or more social media posts includes a geographical location associated with the user; in response to program instructions to determine the one or more social media posts associated with the user contains social media data associated with the reference product, program instructions to form a query phrase based on the plurality of terms of the application query; program instructions to identify a set of relevant products in a computer database based on the query phrase, wherein the identified relevant products have one or more terms that match the one or more terms of the plurality of terms of the application query, wherein the one or more terms that match includes at least the third term of the plurality of terms, wherein identifying a set of relevant products based on the query phrase and the one or more social media posts that include the geographical location increases the efficiency of identifying the set of relevant products; program instructions to calculate a relationship score between the reference product and one or more identified relevant products of the set of identified relevant products based at least in part on the one or more matching terms; program instructions to generate a set of scored identified relevant products for display via the user device, in response to the received product query, wherein the scored identified relevant products comprise the one or more identified relevant products with an associated relationship score above a threshold; program instructions to receive a user input selection, via the user device, of one or more of scored identified relevant products of the set of scored identified relevant products; program instructions to modify the associated relationship score of the one or more scored identified relevant products based on the received user input selection and the geographical location associated with the user; and program instructions to generate a subset of scored identified relevant products for display via the user device, in response to the received query, based on the modified associated relationship score.
13. A computer system for identifying a matching product relative to a reference product, the computer system comprising: one or more computer processors; one or more computer readable storage media; program instructions stored on the computer-readable storage media for execution by at least one of the one or more processors, the program instructions comprising: program instructions to receive a product query from a user via a user device, the user device being capable of communicating user input and a geographical location associated with the user; program instructions to identifying a reference product based on the received product query; program instructions to parse the received product query into one or more elements, wherein the one or more elements of the product query are associated with the identified reference product; program instructions to generate an application query based on the parsed product query, wherein the application query includes a plurality of terms, the plurality of terms include at least a first term based on a predefined ontology associated with the reference product, a second term based on the one or more elements of the product query, and a third term based on one or more social media posts associated with the user, wherein the one or more social media posts includes a geographical location associated with the user; in response to program instructions to determine the one or more social media posts associated with the user contains social media data associated with the reference product, program instructions to form a query phrase based on the plurality of terms of the application query; program instructions to identify a set of relevant products in a computer database based on the query phrase, wherein the identified relevant products have one or more terms that match the one or more terms of the plurality of terms of the application query, wherein the one or more terms that match includes at least the third term of the plurality of terms, wherein identifying a set of relevant products based on the query phrase and the one or more social media posts that include the geographical location increases the efficiency of identifying the set of relevant products; program instructions to calculate a relationship score between the reference product and one or more identified relevant products of the set of identified relevant products based at least in part on the one or more matching terms; program instructions to generate a set of scored identified relevant products for display via the user device, in response to the received product query, wherein the scored identified relevant products comprise the one or more identified relevant products with an associated relationship score above a threshold; program instructions to receive a user input selection, via the user device, of one or more of scored identified relevant products of the set of scored identified relevant products; program instructions to modify the associated relationship score of the one or more scored identified relevant products based on the received user input selection and the geographical location associated with the user; and program instructions to generate a subset of scored identified relevant products for display via the user device, in response to the received query, based on the modified associated relationship score. 16. The system in accordance with claim 13 further comprising: program instructions to receive a subscription request, wherein the subscription request includes an identification; program instructions to generate a profile associated with the identification; program instructions to filter a subset of the identified products based on the profile; and program instructions to communicate a subset of filtered identified products.