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Coupon promotions have been increasingly used with the development of electronic commerce technologies. The post‐promotion effects of coupon promotions have been mixed. Using a randomly selected customer sample at a firm that operates a large online classified ads website, we examine the exposure, redemption, and spillover effects of coupon promotions. We find a negative exposure effect and a positive...
The study of online classified advertising has been evolving recently, with rapid growth in the quantity of publications. Many studies have focused on certain aspects of online classified advertising, such as its societal influence. However, an additional analysis of those studies using rigorous bibliometric tools, which are supposed to offer further research guidance, has not yet been performed....
Using a unique dataset collected from a large classified ads website in China, we investigate the future purchase probability of coupon redeemers, particularly how it differs between users who redeem coupons right after the coupon drop and those who delay redemptions. We find that, coupon redeemers have a higher probability to make future purchases than non-redeemers no matter on which day the coupon...
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