A comparison of the effectiveness of e-mail coupons and mobile text message coupons for digital products

Electronic Markets

Volumn 23, Issue 3, 2013, Pages 217-225

  Reichhart, Philipp ^a   Pescher, Christian ^a   Spann, Martin ^a  

^a UNIVERSITY OF MUNICH   (Germany)

Author keywords

Coupons; Digital products; E mail marketing; Mobile marketing; Price elasticity; Text message

Indexed keywords

EID: 84883886148     PISSN: 10196781     EISSN: 14228890     Source Type: Journal    
DOI: 10.1007/s12525-013-0129-3     Document Type: Article

References (62)

1. Bagozzi, R. P.; Baumgartner, H.; Yi, Y. (1992). State versus action orientation and the theory of reasoned action: an application to coupon usage. Journal of Consumer Research, 18(4), 505-518.
2. Barwise, P.; Strong, C. (2002). Permission-based mobile advertising. Journal of Interactive Marketing, 16(1), 14-24.
3. Bastardi, A.; Shafir, E. (1998). On the pursuit and misuse of useless information. Journal of Personality and Social Psychology, 75(1), 19-32.
4. Bauer, H. H.; Reichardt, T.; Barnes, S. J.; Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181-192.
5. Bawa, K.; Srinivasan, S. S.; Srivastava, R. K. (1997). Coupon attractiveness and coupon proneness: a framework for modeling coupon redemption. Journal of Marketing Research, 34(4), 517-525.
6. Bijmolt, T. H. A.; van Heerde, H. J.; Pieters, R. G. M. (2005). New empirical generalizations on the determinants of price elasticity. Journal of Marketing Research, 42(2), 141-156.
7. Blattberg, R. C.; Wisniewski, K. J. (1989). Price-induced patterns of competition. Marketing Science, 8(4), 291-309.
8. Bloch, P. H.; Sherrell, D. L.; Ridgway, N. M. (1986). Consumer search: an extended framework. Journal of Consumer Research, 13(1), 119-126.
9. Bonfrer, A.; Drèze, X. (2009). Real-time evaluation of e-mail campaign performance. Marketing Science, 28(2), 251-263.
10. Brockner, J. (1992). The escalation of commitment to a failing course of action: toward theoretical progress. The Academy of Management Review, 17(1), 39-61.
11. Chakravarti, A.; Janiszewski, C.; Ülkümen, G. (2006). The neglect of prescreening information. Journal of Marketing Research, 43(4), 642-653.
12. Chittenden, L.; Rettie, R. (2003). An evaluation of e-mail marketing and factors affecting response. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 203-217.
13. Chu, J.; Chintagunta, P.; Cebollada, J. (2008). A comparison of within-household price sensitivity across online and offline channels. Marketing Science, 27(2), 283-299.
14. CTIA. (2010). CTIA Consumer info - wireless penetration. http://www.ctia.org/consumer-info/service/index.cfm/AID/10323.
15. Daurer, S.; Molitor, D.; Spann, M. (2012). Measuring Individual Search Costs on the Mobile Internet. Proceedings of the 20th European Conference on Information Systems, Paper 34.
16. De Bruyn, A.; Lilien, G. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
17. Dickinger, A.; Kleijnen, M. (2008). Coupons going wireless: determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing, 22(3), 23-39.
18. Fortin, D. R. (2000). Clipping coupons in cyberspace: a proposed model of behavior for deal-prone consumers. Psychology and Marketing, 17(6), 515-534.
19. Garland, H.; Newport, S. (1991). Effects of absolute and relative sunk costs on the decision to persist with course of action. Organizational Behavior and Human Decision Processes, 48(1), 55-69.
20. Gasimov, A.; Sutanto, J.; Tan, C.-H.; Phang, C. W. (2010). Do the means and the source matter? a study on the actual usage of digitally disseminated coupons. AIS Transactions on Human-Computer Interaction, 2(1), 1-15.
21. Hinz, O.; Hann, I.-H.; Spann, M. (2011). Price discrimination in e-commerce? an examination of dynamic pricing in name-your-own-price markets. MIS Quarterly, 35(1), 81-98.
22. Holland, C. (2008). Preface to the focus theme section: 'internet marketing'. Electronic Markets, 18(2), 104-105.
23. Jedidi, K.; Mela, C. F.; Gupta, S. (1999). Managing advertising and promotion for long-run profitability. Marketing Science, 18(1), 1-22.
24. Jung, K.; Lee, B. Y. (2010). Online vs. Offline coupon redemption behaviours. International Business & Economics Research Journal, 9(12), 23-36.
25. Kang, H.; Hahn, M.; Fortin, D. R.; Hyun, Y. J.; Eom, Y. (2006). Effects of perceived behavioral control on the consumer usage intention of e-coupons. Psychology and Marketing, 23(10), 841-864.
26. Kaul, A.; Wittink, D. R. (1995). Empirical generalization about the impact of advertising on price sensity and price. Marketing Science, 14(3), 151-160.
27. Kavassalis, P.; Spyropoulou, N.; Drossos, D.; Mitrokostas, E.; Gikas, G.; Hatzistamatiou, A. (2003). Mobile permission marketing: framing the market inquiry. International Journal of Electronic Commerce, 8(1), 55-79.
28. Krishnamurthi, L.; Raj, S. P. (1991). An empirical analysis of the relationship between brand loyalty and consumer price elasticitiy. Marketing Science, 10(2), 172-183.
29. Kumar, V.; Swaminathan, S. (2005). The different faces of coupon elasticity. Journal of Retailing, 81(1), 1-13.
30. Lavidge, R. J.; Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
31. Lee, Y. E.; Benbasat, I. (2004). A framework for the study of consumer interface design for mobile commerce. International Journal of Electronic Commerce, 8(3), 79-102.
32. Leone, R. P.; Srinivasan, S. S. (1996). Coupon face value: its impact on coupon redemptions, brand sales, and brand profitability. Journal of Retailing, 72(3), 273-289.
33. Lewis, M. (2004). The influence of loyalty programs and short-term promotions on customer retention. Journal of Marketing Research, 41(3), 281-292.
34. Liao, C.; Palvia, P.; Lin, H.-N. (2010). Stage antecedents of consumer online buying behavior. Electronic Markets, 20(1), 53-65.
35. Mano, H.; Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.
36. Mehta, R.; Sivadas, E. (1995). Direct marketing on the internet: an empirical assessment of consumer attitudes. Journal of Direct Marketing, 9(3), 21-32.
37. Merisavo, M.; Raulas, M. (2004). The impact of e-mail marketing on brand loyalty. The Journal of Product and Brand Management, 13(7), 498-505.
38. Moe, W. W. (2003). Buying, searching, or browsing: differentiating between online shoppers using in-store navigational clickstream. Journal of Consumer Psychology, 13(1-2), 29-39.
39. Morimoto, M.; Chang, S. (2006). Consumers' attitutdes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation. Journal of Interactive Advertising, 7(1), 1-11.
40. Narasimhan, C. (1984). A price discrimination theory of coupons. Marketing Science, 3(2), 128-147.
41. OFTA. (2013). Key telecommunications statistics. http://www.ofca.gov.hk/ en/media-focus/data-statistics/key-stat/index.html.
42. Parsons, H. M. (1974). What happened at hawthorne? Science, 183(4128), 922-932.
43. Pauwels, K.; Hanssens, D. M.; Siddarth, S. (2002). The long-term effects of price promotions on category incidence, brand choice, and purchase quantity. Journal of Marketing Research, 39(4), 421-439.
44. Pousttchi, K.; Wiedemann, D. G. (2006). A contribution to theory building for mobile marketing: categorizing mobile marketing campaigns through case study research. Proceeding of the International Conference on Mobile Business.
45. Raghubir, P. (2004). Coupons in context: discounting prices or decreasing profits? Journal of Retailing, 80(1), 1-12.
46. Ratchford, B. T. (1982). Cost-benefit models for explaining consumer choice and information seeking behavior. Management Science, 28(2), 197-212.
47. Reibstein, D. J.; Traver, P. A. (1982). Factors affecting coupon redemption rates. Journal of Marketing, 46(4), 102-113.
48. Reichhart, P. (2012). Analysing the effects of mobile advertising on consumers' memory. International Journal of Electronic Business, 10(2), 101-119.
49. Shankar, V.; Batra, R. (2009). The growing influence of online marketing communications. Journal of Interactive Marketing, 23(4), 285-287.
50. Shankar, V.; Venkatesh, A.; Hofacker, C.; Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of Interactive Marketing, 24(2), 111-120.
51. Soucek, R.; Moser, K. (2010). Coping with information overload in email communication: evaluation of a training intervention. Computers in Human Behavior, 26(6), 1458-1466.
52. Strong, E. K. (1925). Theories of selling. Journal of Applied Psychology, 9(1), 75-86.
53. Sultan, F.; Rohm, A. J.; Gao, T. (2009). Factors influencing consumer acceptance of mobile marketing: a two-country study of youth markets. Journal of Interactive Marketing, 23(4), 308-320.
54. Suri, R.; Swaminathan, S.; Monroe, K. B. (2004). Price communications in online and print coupons: an empirical investigation. Journal of Interactive Marketing, 18(4), 74-86.
55. Tsang, M. M.; Ho, S.-C.; Liang, T.-P. (2004). Consumer attitudes toward mobile advertising: an empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
56. Urbany, J. E. (1986). An experimental examination of the economics of information. Journal of Consumer Research, 13(2), 257-271.
57. Van Zee, E. H.; Paluchowski, T. F.; Beach, L. R. (1992). The effects of screening and task partitioning upon evaluations of decision options. Journal of Behavioral Decision Making, 5(1), 1-19.
58. Villas-Boas, J. M.; Winer, R. S. (1999). Endogeneity in brand choice models. Management Science, 45(10), 1324-1338.
59. Woodside, A. G. (2011). Responding to the severe limitations of cross-sectional surveys: commenting on Rong and Wilkinson's perspectives. Australasian Marketing Journal, 19(3), 153-156.
60. Yoo, C. Y.; Kim, K.; Stout, P. A. (2004). Assessing the effects of animation in online banner advertising. Journal of Interactive Advertising, 4(2), 49-60.
61. Zaher, A. (2008). Comparing the European Union 15 and American cell phone markets. Vision - The Quantifica Newsletter, 7, 1-4.
62. Zhang, J.; Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young chinese consumers. Psychology and Marketing, 25(8), 787-805.