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Shopee Affiliates: How is the Pattern of Using Hashtags on Twitter in Promoting Sales Products

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Social Computing and Social Media (HCII 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14025))

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Abstract

The internet has changed the transaction of buying and selling. Product promotion uses the internet because many people use space to share information. Social media is one of the means to convey information from companies to consumers. Each social media has a different form of content and characteristic. This study aims to analyze the pattern of using hashtags on Twitter by Shopee Affiliates for product promotion. This research uses a qualitative analysis approach to hashtags used by Shopee Affiliates, with Wordstat as an analysis tool. This research answers that the pattern of product promotion carried out by Shopee Affiliates on Twitter is categorized as a collection of recommendation tweets. Tweets from Shopee Affiliates predominantly promote women's products, thus using language specifically for women. There is a practice of Neoliberalism in promotions by Shopee Affiliates because digital marketing deliberately depicts successful and empowered individuals when they engage in consumption activities.

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Authors and Affiliations

  1. Department of Communication, Faculty of Social and Politics, Yogyakarta, Indonesia

    Devira Ailen Indrasari & Firly Annisa

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  1. Devira Ailen Indrasari
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  2. Firly Annisa
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Correspondence to Devira Ailen Indrasari .

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Editors and Affiliations

  1. University of Bucharest, Bucharest, Romania

    Adela Coman

  2. University of Tsukuba, Tsukuba, Japan

    Simona Vasilache

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Indrasari, D.A., Annisa, F. (2023). Shopee Affiliates: How is the Pattern of Using Hashtags on Twitter in Promoting Sales Products. In: Coman, A., Vasilache, S. (eds) Social Computing and Social Media. HCII 2023. Lecture Notes in Computer Science, vol 14025. Springer, Cham. https://doi.org/10.1007/978-3-031-35915-6_37

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  • DOI: https://doi.org/10.1007/978-3-031-35915-6_37

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35914-9

  • Online ISBN: 978-3-031-35915-6

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