Oiling the ‘Tireless Selling-Machine’ – Exploring Requirements for the Deployment of Social Bots in Social Commerce

Abstract

Social media have become major platforms of commerce and changed the way we communicate and consume. Phenomena such as social bots add new dynamics to discussions and the spreading of information with the possible aim to influence or shape opinions and decisions. This study examines the requirements under which organizations would use social bots for commercial purposes. Interviews with 12 experts yielded a collection of requirements, including limitations, ethical considerations, and potentials for possible uses in marketing, social commerce, and customer service. It can be concluded that using social bots can be beneficial for commercial organizations, but that there is still a need for clarification of legalities.