M-coupon's sharing behaviour on social media: intrinsic vs extrinsic motivation

Abstract

PurposeThe focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A consumer can make promotional tool (in our case m-coupons) viral if the cues trigger an apt motivation. This study fills the need gap by identifying which motivations must be focused to make a promotional tool viral by the consumer especially in an emerging economy like India.Design/methodology/approachWe designed conceptual framework based on extensive literature review and employed hierarchal regression methodology to investigate the motivation to share m-coupon.FindingsSense of self-worth, Socializing and Reciprocity emerge as strong reasons for a consumer to share m-coupons amongst friends and peers in SNS. Results have shown that intrinsic motivation works very effectively when a consumer shares m-coupons in SNSs.Research limitations/implicationsThis study has certain limitations. First, the impact of age, gender and education can also influence the results as perception evolves with age and education. Second, in our study, we have not classified m-coupons in different categories. Different types of m-coupons may have a different impact on consumers.Practical implicationsThe paper presents findings, which are useful for marketers to develop a customer-centric viral promotional strategy.Originality/valueThis study is one of the few studies in integrating types of motivation with coupon proneness and coupon sharing in social media. This study has specifically targeted the emerging economy where m-coupons usage has seen a surge. Study has shown that it is the intrinsic motivation which is very crucial for encouraging consumer for participating in SNSs and share e-word of mouth amongst friends and peers.

The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis

“…Adding further, this research investigates the significance of intrinsic motivational drivers such as self-expression and customer engagement on social media along the line of Algesheimer et al [ 87 ], and Chai et al [ 11 ], in a comprehensive model. Several studies in the past used intrinsic and extrinsic motivation concept to explore behaviour [ 86 ], knowledge sharing behaviour [ 88 ], e-WOM behaviour [ 11 , 32 , 33 ]. In order to unearth this phenomenon further, applying intrinsic-extrinsic motivation, social exchange theory and self-presentation theory [ 81 , 89 ] have been adopted.…”

“…Apart from personality traits, intrinsic and extrinsic rewards (motivational drivers) also played a crucial role in writing reviews online [ 32 ], e-WOM intention [ 11 ], sharing behaviour on social media [ 33 ]. Considering motivational theory, Teichmann et al [ 34 ], found that extrinsic rewards such as self-presentation and opinion leadership had a strong effect on creating content online.…”

Guest editorial

“…A vast amount of research on the impact of coupons and other such promotional tactics on consumers' purchase behavior has been conducted focusing on how such factors as price consciousness and coupon proneness influence redemption rates. In contrast, Sharma and Joshi (2021) investigate consumers' inclination to share M-coupons via social networking sites (SNSs), specifically in the South Asian context. The authors outline that motivation to share such digital coupons may be intrinsic and/or extrinsic, and they attempt to investigate how each of them impacts the willingness to share M-coupons via social sites, especially ones that are likely to be dominated by weak ties, infrequent indirect interactions and lack of emotional connection.…”

“…We can expect that the rapidly decreasing online/offline dichotomy will eventually simply fade away (Appel et al, 2020). Sharma and Joshi (2021), the first article included in this special issue, reflects on the marketing implications of a relatively recent technological development: mobile coupons (M-coupons). M-coupons offer some obvious advantages for both marketers and consumers.…”