Marketing literature has investigated coupons as tools that support customer acquisition and trial of new products since long (Blattberg and Neslin 1989). With the advent of the Internet, coupons have become digital and major retailers and consumer goods manufacturers offer them online. E-coupon websites are platforms that enable consumers to browse through numerous product and service categories and download coupons that appeal to their preferences (Fortin 2000). As a result, consumers are encouraged to self-tailor promotions and discounts. Hence, redemption rates for e-coupons are expected to be higher because coupons will be user-requested (Fortin 2000).
Who is the social coupon shopper? Understanding the drivers of social coupon adoption / Ieva, M.; De Canio, F.; Ziliani, C.. - (2017), pp. 1187-1202. (Intervento presentato al convegno Academy of Marketing Science. tenutosi a IESEG School of Management’s Paris nel 9-23 luglio 2016) [10.1007/978-3-319-47331-4_229].
Who is the social coupon shopper? Understanding the drivers of social coupon adoption.
De Canio F.;
2017
Abstract
Marketing literature has investigated coupons as tools that support customer acquisition and trial of new products since long (Blattberg and Neslin 1989). With the advent of the Internet, coupons have become digital and major retailers and consumer goods manufacturers offer them online. E-coupon websites are platforms that enable consumers to browse through numerous product and service categories and download coupons that appeal to their preferences (Fortin 2000). As a result, consumers are encouraged to self-tailor promotions and discounts. Hence, redemption rates for e-coupons are expected to be higher because coupons will be user-requested (Fortin 2000).
| File | Dimensione | Formato | |
|---|---|---|---|
|
2016 JAMS Ieva et al. 2017 complete.pdf
Accesso riservato
Tipologia:
VOR - Versione pubblicata dall'editore
Dimensione
728.91 kB
Formato
Adobe PDF
|
728.91 kB | Adobe PDF | Visualizza/Apri Richiedi una copia |
Pubblicazioni consigliate
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris
