Abstract
When consumers view a sales promotion in a store or online, they have the ability to disseminate it online and inform others. This dissemination may be beneficial to firms because promotions shared online may bypass skepticism toward advertising. This article investigates whether consumers evaluate online sales promotions that users post differently from firm-disseminated posts. We created a unique online environment where consumers could post sales promotions they encountered. Our findings revealed that, over time, those who are most skeptical of advertising had greater intentions to purchase online and lower intentions to purchase in physical stores. Promotions disseminated by consumers may be perceived as advertising, but they can cause consumers to increase their online purchasing.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
