Guest editorial

[...]as the authors highlight, it has been reported that redemption rates of M-coupons exceed that of traditional coupons delivered via print media, and it is projected that the gap between traditional coupon redemption and the redemption rate of digital coupons will continue to grow. [...]arguably...

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Bibliographic Details
Published in:South Asian Journal of Business Studies 2021-09, Vol.10 (3), p.273-277
Main Authors: Fresneda, Jorge E, Chandrashekaran, Rajesh
Format: Article
Language:English
Subjects:
Computer platforms
Consumer behavior
Consumers
Customers
Decision making
Discount coupons
Influencer marketing
Social networks
Social research
User generated content
Virtual reality
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Summary:[...]as the authors highlight, it has been reported that redemption rates of M-coupons exceed that of traditional coupons delivered via print media, and it is projected that the gap between traditional coupon redemption and the redemption rate of digital coupons will continue to grow. [...]arguably even more important, social media has changed the way that a firm and its customers influence each other. [...]the growing popularity of social media has had a parallel growth of social media data availability, allowing for better management of customer relationships and improvements in data-driven decision-making (Libai et al., 2010), while also increasing the risk of information overload (Chen et al., 2009). Contributions of special issue articles A vast amount of research on the impact of coupons and other such promotional tactics on consumers' purchase behavior has been conducted focusing on how such factors as price consciousness and coupon proneness influence redemption rates.
ISSN:2398-628X
2398-6298
DOI:10.1108/SAJBS-09-2021-422