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Comparing the Twitter Usage of Online Retailers in Germany and in the UK

Authors:
Georg Lackermair
Daniel Kailer

Keywords: E-commerce, Twitter, Social Web, Germany, UK

Abstract:
The usage and acceptance of Twitter microblogging differs from region to region as various works have shown. As this platform is gaining importance as a channel to reach customers in the E-commerce, the question arises whether this differences get apparent in the Twitter usage of online retailers as well. This paper investigates this question by comparing German and UK based online retailers empirically. A data set composed of the top selling companies from both countries is analyzed quantitatively. For this purpose, a conceptual model is presented to classify different interaction strategies for microblogging in the E-commerce domain. There are four different strategies used to distinguish between a more bidirectional, interactive communication and a more unidirectional, promotional communication. The model used distinguishes between direct dialogs inside the borders of Twitters and the redirection of users to other social networks.

Pages: 66 to 71

Copyright: Copyright (c) IARIA, 2014

Publication date: July 20, 2014

Published in: conference

ISSN: 2308-3972

ISBN: 978-1-61208-361-2

Location: Paris, France

Dates: from July 20, 2014 to July 24, 2014