[go: up one dir, main page]
More Web Proxy on the site http://driver.im/
Skip to main content
Springer Nature Link
Log in

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

  • Conference paper
  • First Online:
Social Computing and Social Media (HCII 2023)

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

Included in the following conference series:

  • 934 Accesses

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
£29.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
GBP 19.95
Price includes VAT (United Kingdom)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
GBP 71.50
Price includes VAT (United Kingdom)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
GBP 89.99
Price includes VAT (United Kingdom)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References 

  1. Bala, M., Verma, D.: A critical review of digital marketing paper type: - review and viewpoint. Int. J. Manag. IT Eng. 8(10), 321–339 (2018)

    Google Scholar 

  2. Chaffey, D., Ellis-Chadwick, F.: Digital Marketing. Pearson (2019)

    Google Scholar 

  3. Sandeep Prabhu,  T.S.: Affiliate Marketing’s Furute in India. Indian J. Sci. Technol. 8(2),  83–89 (2015).  https://doi.org/10.17485/ijst/2015/v8i

  4. Sudiwijaya, E., Ambardi, K.: E-Commerce strategy in driving sharing economy in culinary industry. Komunikator 13(1) (2021).  https://journal.umy.ac.id/index.php/jkm/article/download/9226/6306

  5. Fauziah, G.U., Nurochani, N.: The influence of shopee’S E-commerce features on islamic consumption behavior: a case study of Stei Student Ar-Risalah Ciamis. Syari’ah Econ. 6(1), 53 (2022). https://doi.org/10.36667/se.v6i1.1171

  6. Similarweb (2022). https://www.similarweb.com/website/shopee.co.id/#outgoing-links (Accessed 20 Oct. 2022)

  7. Pratama Afrianto, A.,  Irwansyah,  I.:  Eksplorasi Kondisi Masyarakat Dalam Memilih Belanja Online Melalui Shopee Selama Masa Pandemi Covid-19 Di Indonesia. J. Teknol. Dan Sist. Inf. Bisnis 3(1), 10–29 (2021).  https://doi.org/10.47233/jteksis.v3i1.181

  8. Mardiana, A.P., Haryanto, B.: Purchasing decisions in the new normal period: implementation of digital marketing, brand awareness, and viral marketing at shopee e-commerce on the use of spaylater.  J. Econ. Bus. 5(3) (2022).  https://doi.org/10.31014/aior.1992.05.03.447

  9. Yocevina, S., Rumapea, P., Pasandaran, C., Juliadi, R.: Jurnal komunikasi profesional social network analysis about brand awareness of shopee indonesia on twitter. J. Komun. Prof. 6(5), 516–534 (2022)

    Google Scholar 

  10. Raman, P.: Understanding female consumers’ intention to shop online: The role of trust, convenience and customer service. Asia Pacific J. Mark. Logist. 31(4), 1138–1160 (2019). https://doi.org/10.1108/APJML-10-2018-0396

  11. Khairiyah, A., et al.: Homo Digitalis: Manusia dan Teknologi di Era Digital,  May. Yogyakarta: Penerbit Elmatera (2018)

    Google Scholar 

  12. Annisa, F.: Performance of Micro Celebrities : from digital meritocracy to neoliberalism.  J. Contemp. Islam. Commun. Media 2(2) (2022)

    Google Scholar 

  13. Nurazizah, R.,  Eka Saputri, M., Rubiyanti, N., Rustandi Kartawinata, B., Indra Wijaksana, T.: The effect of tiktok social media marketing on impulsive purchases of fashion products in the shopee affiliate campaign with hedonic shopping motivation as the intervening variable. In: Proceedings of the International Conference on Industrial Engineering and Operations Management, pp. 1324–1335 (2022).  https://ijafibs.pelnus.ac.id/index.php/ijafibs/article/view/62

  14. Sutarman, A., Oxcygentri, O., Kusumaningrum, R.: Pengaruh Unggahan Dari Content Creator Program Afiliasi E-Commerce Shopee Terhadap Minat Beli ( Analisis Regresi Linear Berganda pada Konsumen Shopee Indonesia di media sosial Instagram ) Mahasiswa Ilmu Komunikasi Universitas Singaperbangsa Karawang Dosen. J. Ilm. Wahana Pendidik. 8(23), 70–80 (2022)

    Google Scholar 

  15. Oryza, G.A., Nilowardono, S.: The effect of digital marketing, online customer reviews and ratings on consumer buying interest through shopee. J. Ekon. 22,  13–22 (2022).  https://ejournal.worldconference.id/index.php/eko

  16. Minculete, G., Olar, P.: “pproaches to the modern concept of digital marketing. Sciendo XXIV(2), 63–69 (2018). https://doi.org/10.1515/kbo-2018-0067

  17. Mangiò, F., Di Domenico, G.: All that glitters is not real affiliation: How to handle affiliate marketing programs in the era of falsity. Bus. Horiz. 65(6), 765–776 (2022). https://doi.org/10.1016/j.bushor.2022.07.001

  18. Tresnawati, Y., Prasetyo, K.: Pemetaan Konten Promosi Digital Bisnis Kuliner kika’s Catering di Media Sosial. PRofesi humas. J. Ilm. ilmu Hub. Masy. 3(1), 102 (2018). https://doi.org/10.24198/prh.v3i1.15333

  19. Erlangga, H., et al.: Effect of digital marketing and social media on purchase intention of smes food products. Turkish J. Comput. Math. Educ. 12(3), 3672–3678 (2021). https://doi.org/10.17762/turcomat.v12i3.1648

  20. Puspitarini, D.S., Nuraeni, R.: Pemanfaatan Media Sosial Sebagai Media Promosi (Studi Deskriptif pada Happy Go Lucky House). J. Common 3(1), 71–80 (2019). https://doi.org/10.34010/COMMON.V3I1.1950

  21. Edlom, J.: The engagement imperative: experiences of communication practitioners’ brand work in the music industry. Media Commun. 10(1), 66–76 (2022). https://doi.org/10.17645/mac.v10i1.4448

  22. Dwivedi, Y.K., et al.: Setting the future of digital and social media marketing research: Perspectives and research propositions. Int. J. Inf. Manage. 59, 102168 (2021).  https://doi.org/10.1016/j.ijinfomgt.2020.102168

  23. Lee, D., Hosanagar, K.,  Nair, H.S.: Advertising content and consumer engagement on social media: evidence from facebook. management science published online in articles in advance. Manage. Sci., 1–27 (2018)

    Google Scholar 

  24. Tunca, S., Sezen, B., Balcioğlu, Y.S.: Twitter Analysis for Metaverse Literacy. Researchgate.Net  (January 2022). https://www.researchgate.net/profile/Sezai-Tunca-2/publication/358045545_TWITTER_ANALYSIS_FOR_METAVERSE_LITERACY/links/61ee6aed8d338833e38f33f5/TWITTER-ANALYSIS-FOR-METAVERSE-LITERACY.pdf

  25. Nigel, J., Lilleker, D.: Microblogging, constituency service and impression management: uk mps and the use of twitter. J. Legis. Stud.,  414–433 (2020).  https://doi.org/10.1080/13572334.2011.545181

  26. Hanifa Madina, I., Sukmono, F.G.,  Junaedi, F.:  Micro-influencer marketing beauty brand on social media. Commun. Comput. Inf. Sci., vol. 1655. CCIS, pp. 40–47 (2022).  https://doi.org/10.1007/978-3-031-19682-9_6

  27. Susanti, S., Erwina, W.: Pesan Promosi Program Televisi dalam Akun Twitter @netmediatama. Komuniti J. Komun. dan Teknol. Inf. 12(1), 1 (2020). https://doi.org/10.23917/komuniti.v12i1.9634

  28. Muliasari, N., Sahrir, V.A., Hartaman, N.: disaster communication campaign via instagram and twitter palang merah Indonesia. J. Audiens 3(3), 141–148 (2022). https://doi.org/10.18196/jas.v3i3.14010

  29. Talalu, T.R., Valentine, F.: Interaksi Pendengar dan Promosi Program Siaran Radio ‘Polemik Trijaya’ di Twitter. J. Dakwah dan Komun. 6(2), 237 (2021). https://doi.org/10.29240/jdk.v6i2.3757

  30. Abraham, J., et al.: SMU data science review cryptocurrency price prediction using tweet volumes and sentiment analysis cryptocurrency price prediction using tweet volumes and sentiment analysis. SMU Data Sci. Rev. 1(3) (2018)

    Google Scholar 

  31. Charlesworth, A.: An introduction to social media marketing, vol. 52(11). Routledge, New York  (2015)

    Google Scholar 

  32. Sari, R.P., Putra, F.K.K., Maemunah,  I.: The Use of Twitter in Social Media Marketing: Evidence from Hotels in Asia. In: APMBA,  Asia Pacific, vol. 1, pp. 59–74 (2022).  https://doi.org/10.21776/ub.apmba.2022.011.01.4

  33. Swani, K., Brown, B.P., Milne, G.R.: Should tweets differ for B2B and B2C? an analysis of fortune 500 companies’ twitter communications. Ind. Mark. Manag. 43(5), 873–881 (2014). https://doi.org/10.1016/j.indmarman.2014.04.012

  34. Allgeyer, T.: The Importance of Twitter to Destination Marketing Organizations. Theses Diss. (2019)

    Google Scholar 

  35. Silver, C., Lewins, A.: QDA Miner 3 . 2 ( with WordStat & Simstat ) Distinguishing features and functions. Database  2 (2007)

    Google Scholar 

  36. Brown, R.L.: Media review: wordstat version 5.1. J. Mix. Methods Res. 1(2), 201–203 (2007). https://doi.org/10.1177/1558689806297372

Download references

Author information

Authors and Affiliations

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

    Devira Ailen Indrasari & Firly Annisa

Authors
  1. Devira Ailen Indrasari
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Firly Annisa
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Devira Ailen Indrasari .

Editor information

Editors and Affiliations

  1. University of Bucharest, Bucharest, Romania

    Adela Coman

  2. University of Tsukuba, Tsukuba, Japan

    Simona Vasilache

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

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

Download citation

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

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35914-9

  • Online ISBN: 978-3-031-35915-6

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation