Targeted reminders of electronic coupons: using predictive analytics to facilitate coupon marketing

Li, Li; Li, Xiaotong; Qi, Wenmin; Yue, Zhang; Yang, Wensheng

doi:10.1007/s10660-020-09405-4

Cited by 14 publications

(9 citation statements)

References 56 publications

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“…This study contributes to the literature in at least four ways. First, our work contributes to the marketing promotions literature (Deng et al, 2022;Dickinger & Kleijnen, 2008;Gonzalez, 2016;Hock et al, 2020;Kim & Krishnan, 2019;Li et al, 2022), especially the literature on promotional games as we mainly focus on consumer response to promotional games involving pure luck, by identifying a consumer-related factor--self-disclosure as one new antecedent to consumer promotional response. While previous research have proposed two streams of factors, promotions-related and consumer-related features, it does not offer insights into the impact of a consumer-related behavioral factor--self-disclosure on promotions effectiveness.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…Extensive marketing research has examined factors that affect promotional effectiveness, wherein these factors were either consumer‐related features (Dickinger & Kleijnen, 2008; Gonzalez, 2016; Kim & Krishnan, 2019; Li et al, 2022; Liu et al, 2015) or promotions‐related features (Bertini & Aydinli, 2020; Blanchard et al, 2016; Danaher et al, 2015; Deng et al, 2022; Dickinger & Kleijnen, 2008; Ding & Zhang, 2020; Gonzalez, 2016; Hanson et al, 2021; Hock et al, 2020; Yuan et al, 2022). Despite this extensive research, marketers continue to demand to increase in the effectiveness of promotions (Mead et al, 2020), suggesting that there are still several factors that remain unexplored.…”

Section: Introductionmentioning

confidence: 99%

“…These findings allow us to make several theoretical contributions. First, our work contributes to the literature on promotions (Deng et al, 2022;Dickinger & Kleijnen, 2008;Gonzalez, 2016;Hock et al, 2020;Kim & Krishnan, 2019;Li et al, 2022) by identifying a consumer-related factor--self-disclosure as one new antecedent to the promotional response. Second, our study is one of the limited studies (Dyussembayeva et al, 2020;Fazal-E-Hasan et al, 2020;Martin et al, 2017;Pizzi et al, 2022;Söderlund, 2020;Zeng et al, 2021) to explore the consequence of self-disclosure.…”

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confidence: 99%

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The contribution of self‐disclosure to promotional response: Examining the roles of deservingness and social class

Wang

Han

Liu

2022

Psychology and Marketing

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Facing the fact of declining sales of firms, promotions serve as an important tool to facilitate short-term sales. Yet, marketers still face the question of promotion effectiveness based on consumer self-disclosure behavior. In this paper, we examine the effects of self-relevant information disclosure on promotional response as well as the mechanism and boundary conditions associated with this effect. Four studies using both real and fictitious brands across a variety of contexts were conducted to test the hypotheses and show that self-disclosure contributes to promotional response because of the enhanced feeling of deservingness. Moreover, this research also demonstrates that self-disclosed consumers from a lower social class are more likely to respond to promotions.Taken together, these insights contribute to the research on promotions and self-disclosure and can be helpful to marketers by suggesting some guidelines for developing cost-effective promotion strategies, for example, identifying the target consumer segments for promotions.

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Section: Theoretical Contributionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

mentioning

confidence: 99%

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The contribution of self‐disclosure to promotional response: Examining the roles of deservingness and social class

Wang

Han

Liu

2022

Psychology and Marketing

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“…E-coupon (e-coupon) is also one important marketing instrument specifically for B2C e-commerce. In order to increase the exchange rate of e-coupons and reduce marketing costs, it is important to relocate customers who have received e-coupons and have a higher redemption tendency (Li et al, 2020 ). Through various electronic media and disseminated and used on major social media sites, e-coupons' format includes cash vouchers, experience vouchers, gift vouchers, discount vouchers, special coupons, redemption vouchers, and shopping red envelopes.…”

Section: Literature Reviewmentioning

confidence: 99%

Social Marketing of Electronic Coupons Under the Perspective of Social Sharing Behavior

2021

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This study aimed to (1) explore the correlated influential factors that promote consumers' sharing behaviors of electronic coupons, (2) identify relevant knowledge gaps on e-coupon sharing, and (3) develop a theoretical model to explain the e-coupon sharing behavior of consumers. This study suggested that familiarity and professionalism of the referral source have significant and positive impacts on the feeling of credibility of e-coupons, which promote consumers' willingness to share. Moreover, this research used electronic coupons as the product from (1) the concept of social marketing and (2) the perspective of the social sharing behavior of consumers. The research findings of this study showed that (1) community-based social marketing is covered in the social norm as social individuals frequently hope to share benefits with others. (2) People's sharing purpose is to promote their established social relationship via sharing the benefits to others. In this case, benefits referred to advantageous products' attributes and values consumers found on the products such as credibility of the products. (3) The interlaced display of products and social psychology in the field of social marketing was also discussed in this study. In short, the research results of this study theoretically contributed to indicate the connection mechanism between (A) social benefit-sharing behavior and (B) product benefits. That is to say, the feeling of credibility and willingness to shares are covered by the social benefit-sharing behavior mechanism, while the product-benefit mechanism covers professionalism, feeling of credibility and willingness to share. Note that the (A) social benefit-sharing behavior mechanism works in the form of social norms in sharing benefits to an individual's social networks; the (B) product-benefit mechanism work in the form of product values and attributes.

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“…Oliver and Shor (2003) in their study identified that fairness in e-coupons can induce intention to redeem it during online purchases. Recent studies have examined various aspects of coupons such as redemption (Mills and Zamudio, 2018), location-based coupons (Souiden et al, 2019), simulating targeted reminders (Li et al, 2020), coupon effectiveness (Poisson, 2018), coupon and pricing (Pandey and Maheshwari, 2017), and coupon preferences (Spralls III et al, 2016;Ferrer-Gomila et al, 2018). Most of the studies have targeted the redemption activities of the coupons.…”

Section: E-couponsmentioning

confidence: 99%

Does online retail coupons and memberships create favourable psychological disposition?

Balakrishnan

Foroudi

Dwivedi

2020

Journal of Business Research

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Targeted reminders of electronic coupons: using predictive analytics to facilitate coupon marketing

Cited by 14 publications

References 56 publications

The contribution of self‐disclosure to promotional response: Examining the roles of deservingness and social class

The contribution of self‐disclosure to promotional response: Examining the roles of deservingness and social class

Social Marketing of Electronic Coupons Under the Perspective of Social Sharing Behavior

Does online retail coupons and memberships create favourable psychological disposition?

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