AI-Enabled Hashtag Diffusion in E-Commerce: An Information Diffusion Model Perspective

Abstract

In this dynamic environment of e-commerce, hashtags are most essential tools that enhance customer engagement, content visibility and brand conversation. Hashtag diffusion remains underexplored still in the era of Artificial Intelligence (AI) optimization. Viral trend creation, connecting brands with customer’s hashtags act as a digital connector. This study examines how AI enabled hashtags diffuse (spread) in e-commerce as well as social commerce with the help of the Information Diffusion Model. Network influence, content type, propagation probability and trust relationship as independent variables which collectively influence diffusion spread and speed as dependent variables. Based on the ideas extracted from existing literature on hashtags, the information diffusion model and AI in e-commerce, this paper shows the managerial implications and patterns for AI-enabled hashtag campaigns. AI helps in optimizing hashtag strategies in various e-commerce platforms by combining both technological and behavioural aspects, which increases wide audience reach and built strong brand-consumer relationships. The paper gives strategic takeaway for researchers and marketers seeking to leverage AI-optimized hashtag strategies.