Premium
Teeth whitening, boot camp, and a brewery tour: a practical analysis of ‘deal of the day’
Author(s) -
Boon Edward,
Wiid Ria,
DesAutels Philip
Publication year - 2012
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.1415
Subject(s) - phenomenon , scope (computer science) , marketing , advertising , social media , social phenomenon , business , space (punctuation) , sociology , computer science , world wide web , social science , physics , quantum mechanics , programming language , operating system
The deal of the day has become a familiar feature on the online marketing landscape. Most prominent in the crowded space of the discount of the day is the company Groupon. It uses the lens of social media to amplify the reach of its online sales promotions. This paper examines the deal of the day phenomenon by comparing it with more familiar promotional and online marketing approaches such as group buying, e‐couponing, and email marketing. It analyzes the content of 847 Groupon deals across 44 US cities in terms of characteristics, scope, and limitations and provides specific insight into the public policy issues that the phenomenon is giving rise to. Copyright © 2012 John Wiley & Sons, Ltd.