Taking advantage of Web 2.0 ‘s user-participation and social networking features, have social shopping agents as a promising online connection between merchants and consumers by groups emerged discount offer to price-sensitive customers and early adopters of technology. Our study compares the two most popular types of social dealers restaurants and health services in relation to seven key factors that influence a distributor’s sales with a Groupon promotion. We find that these two … Read more »

Taking advantage of Web 2.0 ‘s user-participation and social networking features, have social shopping agents as a promising online connection between merchants and consumers by groups emerged discount offer to price-sensitive customers and early adopters of technology. Our study compares the two most popular types of social dealers restaurants and health services in relation to seven key factors that influence a distributor’s sales with a Groupon promotion. We find that these two types of social dealers clearly show different characteristics for successful promotions. Based on a newly proposed lifetime value model for social shopping campaigns, this study also discusses their applicability with a picture of the model and provides guidelines for social business people who want to achieve the maximum value for the life of a social shopping promotion. Finally, we discuss implications of our study for social merchants and social shopping agents.
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In Lee,
Kyoochun Lee
Source: Business Horizons
11 pages.
Release Date: 15, September 2012. Prod #: BH488-PDF-ENG
Social shopping deals from a social point of view dealer HBR case solution

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