Start Date
11-8-2016
Description
Social media and social commerce continue to transform the way individuals interact with each other, but even more so how they interact with businesses and organizations. The power and influence of the social group has made social couponing sites such as Groupon or LivingSocial big players in the e-commerce marketplace. In this research we explore whether the inclusion of social media “Likes” in advertisements for discount vouchers on social couponing sites is correlated with the level of sales. Specifically, we examine how the final level of sales are affected by the practice of displaying the “soft” variables of: the sold vouchers, the number of followers or number of likes, the amount of the price discount, and both the initial and final price.
Recommended Citation
Visinescu, Lucian and Harden, Gina, "Social Couponing Sales: The Influence of “Likes”" (2016). AMCIS 2016 Proceedings. 14.
https://aisel.aisnet.org/amcis2016/DigitalComm/Presentations/14
Social Couponing Sales: The Influence of “Likes”
Social media and social commerce continue to transform the way individuals interact with each other, but even more so how they interact with businesses and organizations. The power and influence of the social group has made social couponing sites such as Groupon or LivingSocial big players in the e-commerce marketplace. In this research we explore whether the inclusion of social media “Likes” in advertisements for discount vouchers on social couponing sites is correlated with the level of sales. Specifically, we examine how the final level of sales are affected by the practice of displaying the “soft” variables of: the sold vouchers, the number of followers or number of likes, the amount of the price discount, and both the initial and final price.