Measuring the Effectiveness of Group Buying Coupons (Conference presentation)

Christopoulou, I./ Apostolatos, T./ Drossos, D./ Kokkinaki, F./ Χριστοπούλου, Ειρήνη/ Αποστολάτος, Θοδωρής/ Δρόσος, Δημήτριος/ Κοκκινάκη, Φλώρα

The objective of this research is to identify factors that lead to e-coupons sales. Our study uses a model of combined factors which are classified under four main categories: website, e-coupon price, promotional message characteristics and product involvement. 596 e-coupons from the most popular Greek websites offering e-coupons were analyzed through content analysis. Results indicate that six factors, namely website reputation, page rank, e-coupon price, product involvement, e-coupon description and duration, have a direct effect on e-coupons sales. Managerial implications, limitations and future research paths are also discussed.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Coupons;Effectiveness;Group buying;Advertising;Κουπόνια;Αποτελεσματικότητα;Ομαδική αγορά;Διαφημίζω
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Appears in Collections:ICCMI (2012)

Files in This Item:
File Description SizeFormat 
Christopoulou_Apostolatos_Drossos_Kokkinaki_Measuring_the_Effectiveness_of_Group.pdf450.12 kBAdobe PDFView/Open

 Please use this identifier to cite or link to this item:
  This item is a favorite for 0 people.

This item is licensed under a Creative Commons License Creative Commons