Authors:
Vimala Kadiresan, S. Shahul Hameed, Bala Subramaniam

Addresses:
1Department of Business Studies, HELP University, Kuala Lumpur, Malaysia. 2Department of Business Administration, Sadakathullah Appa College, Tirunelveli, Tamil Nadu, India. 3Department of Business Administration, Jain University, Cochin, Kerala, India. vimala.k@help.edu.my1, profshahulmba@gmail.com2, kbalamgt@gmail.com3 

Abstract:

The rise of e-commerce has led to a surge in sales promotions, with over 50% of consumers in 26 countries shopping from overseas retailers. This has prompted retailers to target a borderless market space, with India ranking third globally in e-service consumption. Promotions on social networking sites are driven by factors like self-confidence, social interaction, reciprocity, and perceived economic benefits. Positive reinforcement of m-coupon sharing behaviours may reinforce these behaviours. The study emphasizes the need for a better understanding of promotions and their impact on consumer evaluation of information sharing in social networking sites across food delivery services. A study using a positivist paradigm, cross-sectional approach, and convenience sampling found a strong correlation between social interaction and intention to share m-coupons. Factors like self-confidence, reciprocity, perceived economic benefits, and coupon proneness also play significant roles. The research suggests that e-retailers can use third-party reviews and deal popularity to improve their services. Understanding consumer psyche and past purchase behaviours is crucial for customizing promotions and increasing profitability. The study also highlights the origin of micro-influencers and the need for further research on user motivations in shaping these influencers.

Keywords: M-Coupons and S-Commerce; Social Networking Sites; Social Shopping; Mobile Coupon Promotions; Customizing Promotions; Increasing Profitability; Social Networking Sites; Social Interaction and Intention.

Received on: 19/08/2023, Revised on: 22/10/2023, Accepted on: 27/11/2023, Published on: 05/03/2024

DOI: 10.69888/FTSHS.2024.000151

FMDB Transactions on Sustainable Humanities and Society, 2024 Vol. 1 No. 1, Pages: 30-38

• Views : 186
• Downloads : 11

Download PDF