Coupons of the 21st Century: The Golden Age of The Daily Deal Industry
نویسنده
چکیده
Since its introduction in the late 1800s, coupons have transformed drastically to appeal to the changing needs and behaviors of the common consumer. Although still existing, the classic paper coupon went digital with the introduction of the Internet. Now, companies such as Groupon and LivingSocial offer discount gift certificates in a “deal-of-the-day” format. This research focused on the unique features of daily deal promotions and the impact they have on persuading consumers to purchase goods and services. Additionally, this research analyzed how Groupon and LivingSocial use social networking as a relationship-building tool to reach consumers on a local and national level. The case study analysis found both companies rely on witty advertising content to relate to consumers as well as actively utilize social media sites for feedback from customers.
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