Social coupons as a marketing strategy: a multifaceted perspective

By Vikas Kumar, Bharath Rajan. 2012

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Group-Buying Deal Popularity (2014, background): “APPENDIX C Relative Influence of Deal Popularity and Other Drivers on Deal Purchase Versus Redemption APPENDIX D Overview of GB Research Initial Subsequent OL/Social Group Referral Studies Purchase Redemption Influence Consumption Intensity Anand and Aron (2003) Aggregated Edelman, Jaffe, and Komine”
Online Shopping and Social Media: Friends or Foes? (2017, background): “…and factors related to the “virality” or diffusion of online content (e.g., Berger and Schwartz 2011; Chevalier and Mayzlin 2006; Kumar et al. 2013; Kumar and Rajan 2012; Moe and Trusov 2011; Stephen andGalak 2012; Toubia andStephen 2013; Trusov, Bucklin, and Pauwels 2009; for a comprehensive…”
Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, background): “…path-to-purchase information channels have garnered considerable attention, including search engines (Ghose and Yang 2009), social media (Rishika et al. 2013), review sites (Chevalier and Mayzlin 2006), deal sites (Kumar and Rajan 2012), and retailer product pages (Huang, Lurie, and Mitra 2009).”