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
URI: http://195.251.240.227/jspui/handle/123456789/1253
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Appears in Collections:ICCMI (2012)

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