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) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Christopoulou_Apostolatos_Drossos_Kokkinaki_Measuring_the_Effectiveness_of_Group.pdf | 450.12 kB | Adobe PDF | View/Open |
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