Journal article
Where, when, and how long: Factors that influence the redemption of mobile phone coupons
PJ Danaher, MS Smith, K Ranasinghe, TS Danaher
Journal of Marketing Research | SAGE PUBLICATIONS INC | Published : 2015
DOI: 10.1509/jmr.13.0341
Abstract
The use of coupons delivered by mobile phone, so-called "m-coupons," is growing rapidly. In this study, the authors analyze consumer response to m-coupons for a two-year trial at a large shopping mall. Approximately 8,500 people were recruited to a panel and received three text-message m-coupons whenever they "swiped" their mobile phone at the mall entrances, with downstream redemption recorded. Almost 144,000 m-coupons were delivered during the trial, representing 38 stores that supplied 134 different coupons. The authors find that an important feature of m-coupons is where and when they are delivered, with location and time of delivery significantly influencing redemption. How long the m-c..
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Funding Acknowledgements
Peter J. Danaher is Professor of Marketing and Econometrics, Department of Marketing, Faculty of Business and Economics, Monash University (e-mail: peter.danaher@monash.edu). Michael S. Smith is Professor, Melbourne Business School (e-mail: mike.smith@mbs.edu). Kulan Ranasinghe is Postdoctoral Research Fellow, Melbourne Business School (e-mail: k.ranasinghe@mbs.edu). Tracey S. Danaher (previously Dagger) is Professor of Marketing, Department of Marketing, Faculty of Business and Economics, Monash University (e-mail: tracey.danaher@monash.edu). The authors thank an anonymous interactive media company for providing the data used in this study, as well as the Australian Research Council (grant DP 1094289) and the Wharton Customer Analytics Initiative for partial financial support. Yuxin Chen served as associate editor for this article.