Teeth whitening, boot camp, and a brewery tour: A practical analysis of 'deal of the day'
2012 (English)In: Journal of Public Affairs, ISSN 1472-3891, E-ISSN 1479-1854, Vol. 12, no 2, 137-144 p.Article in journal (Refereed) Published
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.
Place, publisher, year, edition, pages
2012. Vol. 12, no 2, 137-144 p.
Daily deal, Deal of the day, Digital coupon, E-commerce, Group buying, e-couponing, Online marketing, Social commerce, Social media
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-98530DOI: 10.1002/pa.1415ScopusID: 2-s2.0-84860707384OAI: oai:DiVA.org:kth-98530DiVA: diva2:537910
QC 201206282012-06-282012-06-272014-12-01Bibliographically approved