Social and Hashtag Commerce: "Order by Tweet"
نویسنده
چکیده
In 2013 American Express introduced the use of “social” commerce for their card holders into Twitter using the notion of “Order by tweet:” transactions were initiated and confirmed within Twitter using unique hashtags. Shortly after American Express, in 2014, Amazon.com initiated their version of social commerce with #AmazonCart, where product requests were sent from Twitter to user’s carts in Amazon. These implementations were some of the first examples of social commerce actually executing transactions in the context of a social media platform. This paper examines the processes that were used and allows analysis of some of the strengths and limitations of the resulting approaches. In addition, the resulting case suggests a number of emerging issues within the context of the case setting.
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