DETECTING MICROBLOGGING COMMUNICATION STRATEGIES USED BY ONLINE RETAILERS

Abstract

The increasing popularity of the Social Web drives the transition of E-commerce to transactions mediated by social web services. This evolution is coined as Social Commerce. Due to its popularity, Twitter microblogging is an important channel for online retailers to communicate with customers. In order to determine the current state of adoption of Twitter, this paper introduces and evaluates a method for assigning an observed account with an E-commerce specific communication strategy.