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Along with technological developments, changes occur in the shopping behavior and payment habits of consumers. Coupons and discounts can lead to happiness along with the feeling of winning. Online coupons have also recently been widely offered by online businesses to their consumers. The aim of this study is to investigate the effect of online coupons on online impulse buying with ease of one click payment processing. The data required for the research were collected through the online questionnaire with the participation of 423 people. Explanatory and confirmatory factor analysis was used for the validity and reliability of the statements used in the study. The link of the questionnaire form was delivered to people who have previously made online purchases by the researchers. In order to reach a sufficient sample, the researchers asked the respondents to share this link with their friends who had previously shopped online. It has been determined that the online coupons that businesses offer to their consumers have an impact on both the ease of one-click payment and online impulse buying. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers). Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data. Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality. Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered. Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing. Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels. [ABSTRACT FROM AUTHOR]

Although the use of online coupons is increasing in popularity in the tourism industry, there is limited research investigating the design and the implementation of online coupons that maximizes their business benefits. Research in this field is urgent, as preliminary studies provide conflicting evidence about the impacts of online coupons on firm’s performance. This article aims to fill in this gap by developing a holistic framework demonstrating how tourism firms can effectively design and implement online coupons. To achieve that, the article reviews and also expands the previous literature on coupon promotion in order to consider the new characteristics and capabilities of online coupons; the implications of the latter on online coupon delivery and management practices; and customer behaviour towards the online coupons and the firm. The framework is developed under two dimensions: (a) it identifies the stages of customer behaviour that need to be materialized for achieving the benefits of online coupons as well as it proposes metrics for measuring the achievement of the aims of these stages; and (b) it identifies the various factors that may influence the customer behaviour towards the online coupons and the firm at each of these stages. The implications of the proposed framework are also discussed. [ABSTRACT FROM AUTHOR]