关于社会优惠券的一切!演变、回顾和研究方向

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2024-07-31 DOI:10.1108/mip-07-2023-0369
Pappu Kalyan Ram, Neeraj Pandey, Justin Paul
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引用次数: 0

摘要

目的 社交优惠券是产品和服务促销活动中的一种新现象,它有助于以较低的价格进行团购,为顾客、商家和优惠券聚合商带来了主要利益。本研究描绘了社交优惠券的演变和创新,确定了该领域的知识差距,并制定了未来的研究议程。 设计/方法/途径 通过详细的系统文献综述和文献计量分析,本研究描绘了社交优惠券随时间推移的演变过程。该分析通过研究作者、机构、国家和研究主题的研究成果来考察社交优惠券研究。研究结果 社交优惠券是优惠券领域的一项创新,是以团购、预购和每日优惠为特点的折扣券。在广泛查阅现有文献的基础上,本研究提出了社交优惠券流程的概念模型。该研究还为今后有关社交优惠券的研究提供了参考,并界定了其学术和管理意义。
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All about Social Coupons! Evolution, Review and Research Directions

Purpose

A novel phenomenon in product and service promotions, social coupons facilitate group buying at lower prices, bringing key benefits to customers, merchants and coupon aggregators. This study maps the evolution and innovations in social couponing, identifies knowledge gaps in the domain and sets the future research agenda.

Design/methodology/approach

Through a detailed systematic literature review and bibliometric analysis, this study maps the evolution of social coupons over time. The analysis examines social coupon research by studying research outputs by authors, institutes, countries and research themes. It also explores how the social couponing phenomenon has benefited the three key stakeholders: customers, merchants and coupon aggregators.

Findings

An innovation in couponing, social coupons are discount coupons that feature group buying, pre-purchase and daily deals. Based on the extensive review of extant literature, the study proposes a conceptual model for the social couponing process. The study also provides inputs for future research on social coupons and delineates their academic and managerial implications.

Originality/value

This study makes a pioneering endeavor to comprehensively map the knowledge structure of social coupons from multiple dimensions.

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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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