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Individual Case Analysis: Hashtag Commerce


In the world of social commerce, the activity of selling and offering goods and services using online platforms such as Facebook, Instagram, and Twitter is referred to as “social commerce.” With social commerce, one of the most crucial markers of success is the number of people who are actively engaged in a brand’s marketing efforts on social media platforms such as Facebook and Twitter, among other things. When you use Twitter, you may place orders from well-known companies such as Amazon and Domino’s, as well as complete transactions on social media sites like Facebook. According to the case study, because social commerce is based on digital platforms that allow users to conduct transactions and acquire relevant things using unique hashtags, a consortium was faced with a dilemma while attempting to implement social commerce.

In the opinion of Jim Edmunds, chief of the research division, the practice of “ordering by tweet” is an approach that will not work in a corporate setting. Because of the changing nature of the market, it may be challenging to implement new social commerce strategies or technology. The concept of “conversational commerce” refers to the exchange of orders and transactions that take place during a conversation. Without a thorough understanding of social commerce and hashtag commerce, businesses run the risk of losing productivity and efficiency while also endangering client privacy. E-commerce businesses use a combination of traditional and cutting-edge marketing techniques to promote their products.

Technology advancements and a technique-centered approach have made it possible to complete the transaction and order aspects of the process using social commerce or conversational commerce websites. Using the power of hashtags, businesses may broaden their reach and attract new customers, as demonstrated by O’Leary (2018). We’ll discuss about putting changes into effect, creating recommendations, and drawing conclusions in this section.


Every situation presents its own set of difficulties to overcome. As Harris pointed out, there were some reservations about the initiative’s privacy when it originally got underway. Some people may be apprehensive about hashtag commerce because it will be visible to people all around the world, which is understandable. Besides that, Jim stated that he had previously attempted to utilize Twitter to make purchases or payments with American Express (through eBay) and Amazon (via Amazon), but that none of his attempts had yielded results. The innovative use of information technology by Edmunds, according to him, was unlike anything he had ever seen or heard of before. In this situation, commands could not be sent to anyone who was not a member of the workforce. Instead of app users, app users were referred to as users, or, in the case of an order, as placing an order, when the order was placed using the app. Furthermore, it is unclear how long-term enterprise social network apps will manage transactional information. It was unclear whether a social media application would meet the company’s objectives while simultaneously maximizing the potential of social media, as had been the case in the electronics industry, but the company decided to attempt it nonetheless.


As new technology becomes more widely available in today’s society, digital communication and means of engaging with customers become more vital than ever before, according to Gartner. As a result, change management has emerged as a critical component of many firms’ operations. It is impossible to overstate how critical it is for the organization to retain its secrecy. Businesses must be aware that both customers and employees are concerned about the privacy and security of their personal information, and businesses must be aware of this as a result of the concerns expressed by both groups. Both output and efficiency will improve as a result of this.

Companies will adjust their business operations in order to take advantage of new technology as a result of Jim’s recommendations, which will lead to the breakup of the consortium. If new processes are not thoroughly explored and understood before being implemented, it is likely that they will have a substantial impact on the overall operation of the business. The comprehensive assessment of each new technology is required prior to its implementation in a corporation (O’Leary, 2018) before it can be deployed in a corporation. This evaluation should take into account both the good and negative features of the technology under consideration. This assessment must take into consideration both the positive and negative aspects of the technology.


In light of the revolutionary technology that Edmunds wished to promote, I feel that he must have amassed a considerable portfolio of investments to back up his assertions. The situation’s good and bad aspects must be kept in mind at all times by the person in charge. Rather than being a legitimate discussion about privacy, I believe that the “privacy issue” debate was merely a ruse to divert the public’s attention away from the genuine consequences of sorting by tweets. According to this statement, there is absolutely no truth to it. If I had the opportunity, I would have conducted comprehensive research on the technology and put in place the necessary privacy measures before implementing it. At the very least, if I had made that assumption, I would have been mistaken in believing that the technology was unaffected by privacy concerns.


To summarize, “order by tweet” is a new social commerce trend that makes use of the hashtag to place orders. “Order by Tweet” has been used in a number of ways by companies such as American Express, Amazon, eBay, and Domino’s Pizza, among others. According to Twitter, the issue of privacy, the convenience of online shopping, and the use of information technology all play a role in the purchase of online goods. To ensure the effectiveness of a technology implementation, a thorough evaluation of the technology must be conducted before it is applied in a corporate setting.


O’Leary, D. E. (2018). Hashtag commerce: “Order by Tweet”. Journal of Information Technology Teaching Cases Vol. 9(1), 26–37.


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