In a recent research study, we analyzed social coupons that are becoming an increasingly popular marketing tool for businesses. This study titled, “Social coupons as a marketing strategy: A multifaceted perspective” answers four key business questions related to the launch of social coupons:
These answers shed new light on the ineffectiveness of social coupons in their current form in generating profits and driving business to the firms offering them. As a means to aid businesses in deciding on the choice of launching social coupons, we have developed a social coupon calculator that businesses can use to determine whether the campaign is going to result in a profit/loss and in the case of a loss, how soon can they recuperate the loss. The impact and relevance of this study is evident when it was featured on the CBS-Atlanta local news. The video can be seen here.