Measuring intangible effects of m-coupon campaigns on non-redeemers

Journal of Research in Interactive Marketing

Volumn 5, Issue 4, 2011, Pages 258-275

  Banerjee, Syagnik ^a   Poddar, Amit ^b   Yancey, Scott ^c   McDowell, Danielle ^d  

^a UNIVERSITY OF MICHIGAN FLINT   (United States)

^b GEORGIA COLLEGE AND STATE UNIVERSITY   (United States)

^c Tetherball   (United States)

^d Bitwise Solutions   (United States)

Author keywords

Consumer behaviour; Coupon redemption; Coupons; Fast foods; Mobile coupons; Mobile marketing; Mobile technology; Non redeemers; SMS marketing; United States of America

Indexed keywords

EID: 81055144001     PISSN: 20407122     EISSN: None     Source Type: Journal    
DOI: 10.1108/17505931111191483     Document Type: Article

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