Online Coupons Research Articles

Coupon promotion and inventory strategies of a supplier considering an e-commerce platform's omnichannel coupons

Omnichannel coupons that are issued by an e-commerce platform and can be used either online or offline have been gaining popularity with the emergence of omnichannel retailing to provide consistent shopping experiences for consumers. This paper investigates the coupon promotion and inventory strategies of a supplier that operates the online-only, store, and BOPS channels considering a platform's omnichannel coupons in the post-pandemic era because consumers are more price-sensitive. The conditions for joint promotional activities where both parties issue coupons are explored. Newsvendor models under six strategies are constructed based on the combination of the two players' coupon promotion strategies to capture the aggregate demand uncertainty. Utilizing the game theory, the optimal decisions of the platform and the supplier are obtained under different strategies. The results indicate that the equilibrium outcome varies from online joint promotion to omnichannel joint promotion that the platform issues omnichannel coupons and the supplier distributes online coupons to only the platform offers omnichannel coupons with the increase in the supplier's loss from returns when consumers' valuation difference is relatively large in a general heterogeneous scenario. Moreover, compared to unilateral promotion, joint promotion allows consumers to receive deeper price discounts and reduces the costs of promotional entities. As the supplier's return loss expands, the platform tends to switch from offering traditional online coupons to issuing omnichannel coupons, resulting in an increase in store inventory.

Direct-to-consumer vs. traditional prescriptions of PDE5 inhibitors: A contemporary cost-analysis

ABSTRACT Introduction After a text screen and focused telehealth visit, patients can now have access to phosphodiesterase inhibitor (PDEi) prescriptions through online direct to consumer (DTC) healthcare companies. Prescription of PDEis has unknown costs relative to the traditional office visit, especially with the availability of online discounts. Objective This study seeks to quantify the cost of DTC PDEi treatment compared to a traditional physician visit and local pharmacy prescription. Methods Nine pharmacies were included, including two DTC companies, two compounding pharmacies with national reach, three online Canadian pharmacies licensed by the Canadian International Pharmacy Association, and sixteen American pharmacy chains, representing all locally available chains. National pharmacies which are subsidiaries were grouped together. Prices for chains were determined using their publicly available price on GoodRx® with coupons in Irvine, CA (92612), Cleveland, OH (44101), New York, NY (10001), Dallas, TX (75201), and Birmingham, AL (35201). Cost of physician visit was determined using 2020 CMS reimbursement for a level 3 new patient visit. Prices for DTC companies were acquired from direct communication with the company. Where offerings did not align with 90 dose regimens, price per pill was determined and price for 90 doses was calculated. Results For a 90-dose supply of sildenafil 20mg, a physician visit and local prescription cost a mean of $191.51 with a low of $125.45, compounding pharmacy prescription cost a mean of $218.28 with a low of $144.35, and Canadian pharmacy prescription cost a mean of $240.25 with a low of $169.34, compared to a mean of $220.00 and a low of $180.00 for online DTC. For sildenafil 100mg, a physician visit and local prescription had a mean cost of $524.11 with a low cost of $137.16, compounding pharmacy prescription a mean cost of $401.78 with a low cost of $289.35, and Canadian pharmacy prescription a mean cost of $262.63 with a low cost of $200.36, compared to a mean and low cost of $900.00 for DTC. For tadalafil 5mg, a physician visit and local prescription cost a mean of $205.79 with a low of $125.80, compounding pharmacy prescription cost a mean of $179.33 with a low of $169.35, and “Canadian” pharmacy prescription cost a mean of $207.59 with a low of $195.34, compared to an average and low of $720.00 for DTC. Finally, for tadalafil 20mg, a physician visit and local prescription cost a mean of $643.70 with a low of $161.00, compounding pharmacy prescription cost a mean of $359.33 with a low of $289.35, and Canadian pharmacy prescription cost a mean of $291.74 with a low of $229.00, compared to a mean of $3420.00 and a low of $2880.00 for DTC (Table 1). Conclusions Our findings suggest that local pharmacies, in conjunction with online coupons, provide a markedly less expensive option for fulfillment of PDEi prescriptions than online DTC services, compounding, or Canadian pharmacies, along with the established benefits of physician visits for screening. This is most pronounced if patients have flexibility in where they fill their prescriptions and can use the available local prices. Disclosure Work supported by industry: no. A consultant, employee (part time or full time) or shareholder is among the authors (FY: Coloplast (consultant), Cynosure (consultant) LJ: Hims (consultant)).

Contemporary cost-analysis comparison of direct-to-consumer vs. traditional prescriptions of phosphodiesterase-5 inhibitors.

After a focused telehealth visit, patients can now access phosphodiesterase-5 inhibitor (PDE5 inhibitor) prescriptions through online direct-to-consumer (DTC) healthcare companies. This study seeks to quantify the cost of DTC PDE5 inhibitor treatment compared to a traditional physician visit and local pharmacy prescription. Two DTC companies, two compounding pharmacies with national reach, three online Canadian pharmacies, and sixteen American pharmacy chains were queried for prices of 90-day regimens of common PDE5 inhibitors. Prices for chains were determined using their publicly available price on GoodRx® with coupon. Cost of physician visit was determined using 2020 Center for Medicare and Medicaid Services reimbursement for a level 3 new patient visit. For sildenafil 20 mg, a physician visit and local prescription cost a low of $125.45 compared to $144.35 for compounding, $169.34 for Canadian, and $195.00 for DTC. For sildenafil 100 mg, a physician visit and local prescription cost a low of $137.16 compared to $289.35 for compounding, $200.36 for Canadian, and $900.00 for DTC. For tadalafil 5 mg, a physician visit and local prescription cost a low of $125.80 compared to $169.35 for compounding, $195.34 for Canadian, and $720.00 for DTC. For tadalafil 20 mg, a physician visit and local prescription cost a low of $161.00 compared to $289.35 for compounding, $229.00 for Canadian, and $2880.00 for DTC. Thus, local pharmacies, in conjunction with online coupons, consistently provide a markedly less-expensive option for fulfillment of PDE5 inhibitor prescriptions than online DTC services.

Direct-to-Consumer vs. Traditional Prescriptions of PDE5 inhibitors: A Contemporary Cost-Analysis

ABSTRACT Introduction After a text screen and focused telehealth visit, patients can now have access to phosphodiesterase inhibitor (PDEi) prescriptions through online direct to consumer (DTC) healthcare companies. Prescription of PDEis has unknown costs relative to the traditional office visit, especially with the availability of online discounts. Objective This study seeks to quantify the cost of DTC PDEi treatment compared to a traditional physician visit and local pharmacy prescription fulfillment. Methods Nine pharmacies were included, including two DTC companies, two compounding pharmacies with national reach, three online Canadian pharmacies licensed by the Canadian International Pharmacy Association, and sixteen American pharmacy chains, representing all locally available chains. National pharmacies which are subsidiaries were grouped together. Prices for chains were determined using their publicly available price on GoodRx® with coupons in Irvine, CA (92612), Cleveland, OH (44101), New York, NY (10001), Dallas, TX (75201), and Birmingham, AL (35201). Cost of physician visit was determined using 2020 CMS reimbursement for a level 3 new patient visit. Prices for DTC companies were acquired from direct communication with the company. Where offerings did not align with 90 dose regimens, price per pill was determined and price for 90 doses was calculated. Results For a 90-dose supply of sildenafil 20mg, a physician visit and local prescription cost a mean of $191.51 with a low of $125.45, compounding pharmacy prescription cost a mean of $218.28 with a low of $144.35, and Canadian pharmacy prescription cost a mean of $240.25 with a low of $169.34, compared to a mean of $220.00 and a low of $180.00 for online DTC. For sildenafil 100mg, a physician visit and local prescription had a mean cost of $524.11 with a low cost of $137.16, compounding pharmacy prescription a mean cost of $401.78 with a low cost of $289.35, and Canadian pharmacy prescription a mean cost of $262.63 with a low cost of $200.36, compared to a mean and low cost of $900.00 for DTC. For tadalafil 5mg, a physician visit and local prescription cost a mean of $205.79 with a low of $125.80, compounding pharmacy prescription cost a mean of $179.33 with a low of $169.35, and “Canadian” pharmacy prescription cost a mean of $207.59 with a low of $195.34, compared to an average and low of $720.00 for DTC. Finally, for tadalafil 20mg, a physician visit and local prescription cost a mean of $643.70 with a low of $161.00, compounding pharmacy prescription cost a mean of $359.33 with a low of $289.35, and Canadian pharmacy prescription cost a mean of $291.74 with a low of $229.00, compared to a mean of $3420.00 and a low of $2880.00 for DTC (Table 1). Conclusions Our findings suggest that local pharmacies, in conjunction with online coupons, consistently provide a markedly less expensive option for fulfillment of PDEi prescriptions than online DTC services, compounding, or Canadian pharmacies, in addition to the established benefits of physician visits for screening. This is most pronounced if patients have flexibility in where they fill their prescriptions and can use the available local prices. Disclosure Any of the authors act as a consultant, employee or shareholder of an industry for: FY: Coloplast (consultant), Cynosure (consultant) LJ: Hims (consultant)

How online reviews and coupons affect sales and pricing: An empirical study based on e-commerce platform

With rapid economic growth largely fueled by digital technologies, online reviews are among the new wave of technologies that still make a significant contribution to this new digital economy. However, there is scarce academic research in promoting or responding online reviews using reduction coupons with threshold issued by sellers and pricing decisions. We employ a three-stage least squares (3SLS) model to estimate the effects of online reviews and coupons on online product sales and price. We also extend our research using the data of two product categories. Our results mainly include: (1) Negative impact of negative online reviews on sales is moderated by price, and consumers are more tolerant of negative reviews of high-priced products. (2) Consumers' perceived usefulness of online coupons helps promote more sales and weaken the relationship between negative reviews and sales. (3) Positive online reviews weaken the negative relationship between online negative reviews and the price of product. (4) Consumers’ increased perceived usefulness of online coupons will encourage sellers to set a higher price and weaken the negative relationship between negative reviews and the price of product. (5) Compared with the search product, sellers regard negative reviews from the product with experience attributes as less helpful and apply less effective coupon promotion to response to negative reviews. Our study clarifies the interaction between online reviews and online coupons on e-commerce platforms under the operation scenario. We also provide empirical support for accurate promotion and higher sales revenue through reasonable pricing decisions and specified reduction coupons.

Price, online coupon, and store service effort decisions under different omnichannel retailing models

This paper explores three omnichannel retailing models—that is, a Buy-Online, Pick-Up In-Store (BOPS) model, a Showroom model, and an Interactive model (a model that combines the characteristics of BOPS and Showroom)—under which the retailer offers coupons online and invests in service efforts offline. For each omnichannel retailing model, three coupon distribution scenarios (i.e. no coupon, coupon with a common value, and coupon with a different value) are discussed to investigate coupon promotion policies and omnichannel operation strategies. Profits in the omnichannel system and under each model are compared by deriving three decision values: price, coupon value, and service effort. The key findings show that the retailer achieves profit improvement when the incremental purchasing reaches a large value. In addition, a great service effort coefficient leads to a high price, service effort, and retailer profit. The service effort and coupon value in the Showroom model are the largest among the three omnichannel models, while its profit is the lowest. Conversely, although the retailer invests less in service effort, and the price and coupon value are not too large in the BOPS model, the retailer still gains the highest profit. Additionally, in the BOPS model, it is profitable for the retailer to distinguish the coupon value for the online-only and BOPS channels when consumers are less sensitive to the online-only channel’s coupon. However, in the Interactive model, the retailer derives increasing profit by providing coupons with a common value for the online-only and BOPS channels.

Two-period discount pricing strategies for an e-commerce platform with strategic consumers

Flourishing online retail models have prompted platforms to design different discount pricing strategies of online coupons for strategic consumer behavior. To this end, we establish two-period models to study a platform’s discount pricing strategies with strategic consumers. The framework of this study includes three different online coupon redemption strategies: The first is an instant strategy, in which the platform recommends one short-term coupon in period 1, and consumers can only redeem the coupon in period 1; the second is a continuous strategy, in which the platform recommends one long-term coupon in period 1, but consumers can only redeem the coupon in period 2; and the third is a hybrid strategy, in which the platform recommends two coupons including one short-term coupon and one long-term coupon in period 1, and consumers can redeem one coupon in each period. The optimal discount pricing and online coupon strategy choices of the e-commerce platform are analyzed in light of this framework. The main findings are as follows. First, if the online coupon discount in period 1 is relatively large, the platform should give priority to the instant strategy while the continuous strategy is the suboptimal choice. When the degree of consumer patience and the fraction of strategic consumers are within a reasonable interval, the hybrid strategy and the continuous strategy can replace each other. Second, it is not always better to recommend two online coupons (one short-term and one long-term) simultaneously than to recommend one single online coupon (one short-term or one long-term) each time. Furthermore, we examine how the fraction of strategic consumers and the degree of consumer penitence interact with the platform’s strategy choice. Third, the existence of strategic consumers will force the platform to increase product prices for two periods.

Market diagnosis to learn about the commercial snack scene for pets

Dog snacks consist of their flour-based production, which is extracted from crickets, these snacks contain the same protein as producing a pound of beef which consumes two thousand times more water than producing a pound of crickets , plus more land and energy, and emits 100 times more greenhouse gases. On the other hand, insects have as much protein as beef or chicken, and even have more vitamins. PRODUCT Dog biscuits based on cricket flour. PRICE The price to the public is $100 MXN. 450 Gr. (12 pcs). PLAZA Supermarket, Convenience Stores, Pet Stores, Veterinary, Pet Accessories Stores and Website. Promotion - Online Coupons - Discounts on special dates - Quantity discounts - Free shipping from a certain amount of purchase on the website - Giveaways by Social Media General Objective. Get information to see the commercial viability of selling snacks for canines on the ZMG. Methodology. A quantitative study was conducted on pet owners, specifically dogs; having as an instrument of data collection a survey applied in the Metropolitan Zone of Guadalajara to a representative sample of 380 surveys of men and women over the age of 18 with previous filter question with a confidence level of 95% and a margin of 5% error. The survey was conducted by simple random subsampling by clusters and random home routes. Contribution. This study has three important purposes: 1. Incorporation and participation of students from the career of Engineering in Development and Business Innovation in project initiated pro students of TSU Environmental Technology to identify areas of commercial opportunity of the product. 2. Awareness and active participation of the university community, consumers and the general public in relation to the sustainability and care of the environment. 3. The results of the study will serve as the basis for the design and realization of a business plan

A Privacy-Preserving System for Targeted Coupon Service

It is increasingly popular to use behavioral targeting in online coupon service for targeted coupon delivery, wherein customized coupons can be delivered to only eligible users whose behavioral profiles match targeting profiles specified by the vendor. While allowing the vendor to personalize the service and build loyalty, such practice also raises the security challenges of protecting users' behavioral profiles and the vendor' targeting profiles. Our research caters for the trend of targeted coupons yet aims to offer privacy assurance. Unlike prior works which are largely constrained by the mere support for secure behavioral targeting, we ambitiously target a new system design that uniquely provides comprehensive functionalities to satisfy practical needs. Specifically, we explore and present the first full-fledged system design for targeted coupon service with three practical functionalities: (i) Private range search on coupon discounts: it enables a user to securely search for encrypted targeted coupons with certain discount range; (ii) Private behavioral targeting: it ensures that only eligible users can decrypt the ciphertexts of targeted coupons obtained from search; (iii) Private blockchain-empowered coupon redemption: it enables coupon redemption to be securely and transparently settled on the blockchain. We conduct extensive experiments and the results show that our secure system design is practically affordable.

Flirting with the enemy: online competitor referral and entry-deterrence

Internet retailers often compete fiercely for consumers through expensive marketing efforts like search engine advertising, online coupons and a variety of special deals. Against this background, it is somewhat puzzling that many online retailers have recently begun referring their website visitors to their direct competitors. In this paper, using an analytical model, we examine this counterintuitive practice and posit that an entry deterrence motive can potentially explain this marketplace puzzle. Specifically, we develop a model where two incumbents compete for consumers” business while facing a potential entrant who is deciding whether to enter the market. In addition to setting the price, each incumbent firm could potentially display a referral link to its direct competitor. Our analysis reveals that when confronted with a potential entry, an incumbent may refer consumers to its competitor, intensifying the market competition that could result in shutting off the entrant. Furthermore, we show that when referral efficiency is exogenous, it is possible that in equilibrium only one incumbent refers its customers to competitor (i.e., one-way referral) or both incumbents refer their customers to each other (i.e, two-way referral). When referral efficiency is endogenous, the ex-ante symmetric incumbents may choose asymmetric referral efficiencies ex-post. We extend the model in a number of directions including making the entrant share endogenous and allowing incumbents to be asymmetric. Overall, our results indicate that firms may be motivated by entry deterrence to voluntarily refer consumers to their direct competitors even when they are paid nothing for the referral.

Consumer uncertainty and price discrimination through online coupons: An empirical study of restaurants in Shanghai

We use data from restaurants in Shanghai, China to conduct a new empirical analysis of prices and coupons. Our results show a positive relationship between prices and online coupons. Moreover, the price premium from couponing is higher for restaurants about which consumer values appear to be more uncertain. When consumer uncertainty is high, restaurants that offer coupons have an average price that is about 60 percent higher than similar restaurants that do not issue coupons. When uncertainty is low, restaurants that offer coupons have an average price that is about 10 percent higher. These findings are consistent with online couponing in the restaurant industry being used for price discrimination and as a promotional device in the presence of higher uncertainty in consumer valuations.

Preliminary Evidence for the Neurophysiologic Effects of Online Coupons: Changes in Oxytocin, Stress, and Mood

ABSTRACTCoupon use saved consumers $2.9 billion on packaged goods in 2012 with over 90 million Americans using online coupons. Besides saving money, why is coupon use so widespread? An experiment was run where participants (N = 90) shopped online and one‐half received a coupon worth $10. It was found that those who received a coupon had a 14% increase in oxytocin (OT), an 8% decrease in the stress hormone adrenocorticotropin, a 4% decrease in heart rate (HR), a 27% decrease in respiration, a 4% decrease in skin conductance levels, and a 90% increase in high‐frequency HR variability. These factors showed almost no change for those who did not receive a coupon. The findings indicate that coupons elicit physiological reactions similar to having a positive social interaction. In addition, self‐reported happiness correlated with the change in OT (r = 0.43). These findings provide new insights into why online coupon use is so pervasive.

Groupon: let's make a deal?

Synopsis Groupon, an online coupon company, was one of many companies that considered an initial public offering (IPO) during what might be a second technology/internet/social media IPO boom in 2011. Some companies chose to postpone their IPOs, while others took advantage of the media attention focussed on technology companies, and in particular, social media firms. Should investors hop on the tech IPO bandwagon, or hold off to better evaluate the long-term prospects of tech companies, and in particular social media companies? Would the valuation of Groupon justify an investment in IPO shares? Research methodology The case was researched from secondary sources, using Groupon's IPO filing information, news articles about the IPO and industry research sources, such as IBIS World. Relevant courses and levels This case is appropriate for an advanced undergraduate or MBA corporate finance or investment elective. Most introductory finance classes do not have the time to cover later chapters in a finance textbook, where information about IPOs is generally found. It could also be used at the end of a core finance course, where the instructor wanted to introduce this topic through a case study of a hard-to-value internet-based company to illustrate the difficulties in setting IPO prices. The case could also be used in an equity analysis class, an entrepreneurial finance class or an investment class, to spur discussion about valuing an internet company and choosing appropriate investments for pension fund investing. This case could also be used in a strategy class, focussing on the five forces question, and eliminating the valuation question. Theoretical basis There is a great deal of literature about IPOs and their long-term performance. An excellent source is Jay R. Ritter's research, http://bear.warrington.ufl.edu/ritter, which has a longer time period and more data than could be contained in this case. IPO puzzles include persistent undervaluing of IPOs; in other words, the offer price is lower than, and sometimes substantially lower than, the first day close price. A second issue is the generally poorer long-run performance of companies after their IPO when compared to similar firms that did not do an IPO.

Consumers' Motivations and Daily Deal Promotions

In the last years daily deal (dd) sites have become a substantial part of e-commerce scenario. Every day, for a limited time, such sites offer their subscribers, at very discounted prices, deals for products or services. Despite the worldwide success of daily deal sites, testified by articles in newspapers and magazines, there is an almost complete absence of academic research on this topic. The aim of this paper is to understand the consumers' drivers in online coupon buying. The study is exploratory in nature and authors have collected data by carrying out four synchronous online focus groups involving 21 participants and investigating five areas: level of awareness, perception area, social dimension, consumer behavior, and relationship with e-commerce. Respondents show a high level of awareness of daily deal sites. In the perceptive area, convenience emerges as the driving factor in coupon buying. As to the self-perception area, some ambivalences emerge between smartness and compulsive buying, highlighting also some dissatisfaction. The ‘social dimension’ is almost irrelevant, and as to consumer behavior, daily deal buying seems to be a kind of fashion. Consumers perceive the bargain side of the offer, behaving like “cherry pickers.”

Attitudes, Perceptions, and Responses of Purchasers Versus Subscribers-Only for Daily Deals on Hospitality Products

Daily deals are prepaid online coupons or vouchers that offered steep price discounts (anywhere from 20% to 70% off) at local businesses such as restaurants, nail salons, and sky-diving operators. Pioneers such as Groupon and LivingSocial have leveraged today’s social media and smart phones era to amass large consumer subscribers who opt in to receive these e-mail deals from local merchants. While U.S. consumer spending on daily deals could grow to over $5.5 billion by 2016, scholarly research on this social coupon is rather limited. To help narrow this literature gap, we investigated differences between daily deal subscribers-only (nonpurchasers), very satisfied purchasers, and all other daily deal purchasers in the context of their perceived value/attractiveness and skepticism of daily deals, discount size sought, and consumers’ value to merchants offering daily deals. Our online survey netted 329 participants who had purchased or received deals on hospitality products/services (e.g., fine-dining restaurants, hotel stays, vacation packages, or event admission tickets). We found that customers’ perceptions and attitudes were influenced by their satisfaction with daily deals purchased/redeemed. Managerial insights on converting more nonpurchasers to deal purchasers were also discussed.

Promotional Marketing or Word-of-Mouth? Evidence from Online Restaurant Reviews

The value of promotional marketing and word-of-mouth (WOM) is well recognized, but few studies have compared the effects of these two types of information in online settings. This research examines the effect of marketing efforts and online WOM on product sales by measuring the effects of online coupons, sponsored keyword search, and online reviews. It aims to understand the relationship between firms' promotional marketing and WOM in the context of a third party review platform. Using a three-year panel data set from one of the biggest restaurant review websites in China, the study finds that both online promotional marketing and reviews have a significant impact on product sales, which suggests promotional marketing on third party review platforms is still an effective marketing tool. This research further explores the interaction effects between WOM and promotional marketing when these two types of information coexist. The results demonstrate a substitute relationship between the WOM volume and coupon offerings, but a complementary relationship between WOM volume and keyword advertising.

Promotional Marketing or Word-of-Mouth? Evidence from Online Restaurant Reviews

The value of promotional marketing and word-of-mouth (WOM) is well recognized, but few studies have compared the effects of these two types of information in online settings. This research examines the effect of marketing efforts and online WOM on product sales by measuring the effects of online coupons, sponsored keyword search, and online reviews. It aims to understand the relationship between firms’ promotional marketing and WOM in the context of a third party review platform. Using a three-year panel dataset from one of the biggest restaurant review websites in China, the study finds that both online promotional marketing and reviews have a significant impact on product sales, which suggests promotional marketing on third party review platforms is still an effective marketing tool. This research further explores the interaction effects between WOM and promotional marketing when these two types of information coexist. The results demonstrate a substitute relationship between the WOM volume and coupon offerings, but a complementary relationship between WOM volume and keyword advertising.

Decision tree models for profiling ski resorts’ promotional and advertising strategies and the impact on sales

Based on survey data, this paper builds decision tree models to profile the online and mobile technologies and services that ski resorts use for their promotional and advertising strategies for two important segments, namely millennials (less than and equal to 35) and non-millennials (greater than 35). The technologies and services include resort websites, microblogging services, and online coupon services. The decision tree models reveal that ski resorts use specific strategies for these segments. Also, the paper reveals the impact that the technologies and services have on resort sales. The impact is positive and both immediate and sustained in nature. The research is the first of its type in the ski industry and represents a novel use of decision tree models for profiling promotional and advertising strategies.

A framework for designing and implementing effective online coupons in tourism and hospitality

Although the use of online coupons is increasing in popularity in the tourism industry, there is limited research investigating the design and the implementation of online coupons that maximizes their business benefits. Research in this field is urgent, as preliminary studies provide conflicting evidence about the impacts of online coupons on firm’s performance. This article aims to fill in this gap by developing a holistic framework demonstrating how tourism firms can effectively design and implement online coupons. To achieve that, the article reviews and also expands the previous literature on coupon promotion in order to consider the new characteristics and capabilities of online coupons; the implications of the latter on online coupon delivery and management practices; and customer behaviour towards the online coupons and the firm. The framework is developed under two dimensions: (a) it identifies the stages of customer behaviour that need to be materialized for achieving the benefits of online coupons as well as it proposes metrics for measuring the achievement of the aims of these stages; and (b) it identifies the various factors that may influence the customer behaviour towards the online coupons and the firm at each of these stages. The implications of the proposed framework are also discussed.

Digital marketing strategies that Millennials find appealing, motivating, or just annoying

With the increasing usage of digital media by consumers, more companies are using digital marketing to reach their target markets. The purpose of this study is to examine various marketing strategies that are commonly used in digital media and ascertain which ones are preferred by Millennials and are effective in influencing behavior. Millennials have been identified as a driving force behind online shopping. While there have been numerous studies about online advertising, there has been little academic research focused on what types of digital marketing strategies are preferred by Millennials and which ones influence their behavior. A survey of 571 Millennials indicated a preference for online coupons and side-panel ads; Millennials do not like pop-up advertising. Graphics are highly effective in grabbing their attention. Millennials will repeatedly visit a website that has competitive prices and good shipping rates. If given an incentive, such as a discount or reward, Millennials will write an online product review.