Framework for measuring usage intention of digital coupons: a SPADM approach

Nayal, Preeti; Pandey, Neeraj

doi:10.1080/0965254x.2020.1777460

Cited by 8 publications

(3 citation statements)

References 74 publications

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“…For example, if a consumer recognises the entertainment value of a social media account, it is reasonable that such a user would derive enjoyment from its use. Therefore, perceived enjoyment is a positive feeling that a consumer might experience when using new technologies (Cheah et al 2020 ; Nayal and Pandey 2020 ; Van der Heijden 2004 ). Consumers are motivated when they find the time spent on a social media platform relaxing and as a way of managing boredom (Lee and Ma 2012 ).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

et al. 2021

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Graphic abstract Renewed interest in gender-sensitive studies focussing on fashion brands marketing communications across diverse cultures and generational cohorts of consumers has heightened the need for uniqueness when developing marketing strategies for fashion brands in both domestic and international markets. Following that, we surveyed 1,329 Sub-Saharan African female Instagram users to investigate the mediating role of consumer satisfaction concerning the relationships between perceived usefulness, enjoyment and intentions to follow and recommend brands’ Instagram accounts and their invariance across three generations. We tested hypotheses using the Partial-Least-Squares Structural Equation Modelling and conducted emotion and sentiment analyses. We found that satisfaction fully translates the positivity of usefulness and enjoyments into higher intention to follow and recommend amongst the female Instagram users surveyed. Usefulness effects on satisfaction are more intense amongst Generation X. However, Generation Z developed a stronger intention to follow. Generations Y and Z are more likely to recommend than Generation X based on a positive experience. Satisfaction is a stronger transmitter of usefulness indirect effects onto following intentions amongst Generation X than its descendants who express intention to recommend due to indirect enjoyment effects conveyed via satisfaction. Finally, sentiment and emotion analyses of the users’ comments were reported using a natural language-processing method.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

et al. 2021

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“…In the context of social networking sites, perceived enjoyment refers to the degree of fun, relaxation, mental stimulation, and pleasure that people experience when interacting with social media (Casaló, Flavián, and Sergio 2017). This may derive from playing games, engaging with others and, in some cases, engaging with new technologies (Cheah et al 2020;Nayal and Pandey 2020;Van der Heijden 2004) or a particular brand (Muntinga, Moorman, and Smit 2011). In the case of Instagram, fashion brands often post interesting and interactive content to drive attention and engagement.…”

Section: Covid-19 Perceived Enjoyment and Satisfaction With Fashion Brand Account On Instagrammentioning

confidence: 99%

Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations

Mahmoud

Ball

Rubin

et al. 2021

Journal of Marketing Communications

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This study represents a novel attempt to investigate the cascading effects of COVID-19 perceptions onto behavioural patterns towards fashion brands on Instagram and across two generations technative vs tech non-native) in a Sub-Saharan African context. We drew our study on a sample of 338 Instagram users that experienced fashion brands on Instagram in two Sub-Saharan African countries: Uganda and Nigeria. We used partial least square structural equation modelling (PLS-SEM) to test the hypothetical model. We found that COVID-19 perception positively predicted enjoyment and usefulness, leading to more satisfaction with fashion brand accounts on Instagram and hence greater intention to follow and recommend those accounts. Finally, running a multigroup analysis (MGA), we found the effects of COVID-19 perceptions pronounced into both intentions to follow and intention to recommend via the sequence of mediators: enjoyment and satisfaction were only valid amongst the tech-native generational cohort. Our research suggested a new generational categorisation based on technology nativity -offering a new direction of generational studies in digital marketing communications.

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“…However, they neglected the impact of price promotions, such as coupons, on inventory decisions. Obviously, digital coupons enhance consumers' purchase intentions and thus increase demand [20]. With the widespread use of digital coupons, many brands attempt to quantify the impact of coupons on operational strategies, especially inventory management.…”

Section: Introduction 1background and Problem Descriptionmentioning

confidence: 99%

Digital Coupon Promotion and Inventory Strategies of Omnichannel Brands

Zhang

2022

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This paper investigates when an omnichannel brand should offer digital coupons in the online and buy-online-and-pick-up-in-store (BOPS) channels and, if so, the joint decision of coupon face value and store inventory. The impact of a digital coupon promotion on store inventory is also explored. Two scenarios are considered, one where consumers’ costs in the online and store channels are homogeneous and another in which they are heterogeneous, and two newsvendor models, with and without a coupon promotion, are constructed under each scenario. The results show that the issuance of coupons improves the omnichannel brand’s profit when the price is high and the coefficient of the difference in valuation between two types of consumers is low in the homogeneous scenario. In the heterogeneous scenario, the brand prefers the coupon promotion when the price is high or moderate and the coefficient of the difference in valuation between two types of consumers is high. In addition, offering a coupon promotion yields a higher store inventory in most cases. However, store inventory is decreased in some special cases in the homogeneous scenario. Moreover, an increased hassle cost in the BOPS channel significantly lowers the offline demand and profit increase from a digital coupon promotion. Furthermore, a coupon promotion is more likely to benefit both the brand and consumers as the cross-selling revenue increases. These results provide guidance for omnichannel brands to implement coupon promotions and adjust store inventory with stochastic demand.

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Framework for measuring usage intention of digital coupons: a SPADM approach

Cited by 8 publications

References 74 publications

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations

Digital Coupon Promotion and Inventory Strategies of Omnichannel Brands

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