“We Earned the Coupon Together”: The Value of Experience …
Oct 25, 2022 · Communicate shared coupons’ social value, which can substitute for economic value. That is, with the correct communication, low-value coupons are as appealing as high …
FAQs about “We Earned the Coupon Together”: The Value of Experience … Coupon?
What is experience cocreation?
We define experience cocreation as a joint effort between the coupon giver and coupon receiver to create a shared experience. Experience cocreation can advance the social goals (e.g., building friendships), reduce the norm conflict and thereby make customers more likely to share and to redeem. ...
Can shared coupons be redeemed with experience cocreation?
The authors further investigate the effects of two strategies for driving the redemption of shared coupons with experience cocreation: changing the coupon’s face value (low vs. high) and using ex-post communication (social messages vs. economic messages). ...
What is experience cocreation in coupon sharing?
Drawing on the cocreation literature, we define experience cocreation in coupon sharing as joint effort between the coupon giver and receiver to create a shared experience. Joint effort bidirectional interaction (Vargo and Lusch 2004). A shared experience is collectively created and owned (Vargo and Lusch 2018). ...
What is a shared coupon?
The shared coupon, a new form of coupon distribution, differs from coupons distributed directly from the business (i.e., direct coupon) in that the shared coupon combines two influential components: economic savings (e.g., $5 off) and social sharing (e.g., from friends). ...
What is a coupon sharing activity?
In the context of shared coupons, experience cocreation the coupon (Vargo and Lusch 2004). The activity might be to develop a tour plan, design a coffee mug, or play a game together (Dong and Sivakumar 2017) . and Aragón 2013). In other words, the act of coupon sharing can be perceived as a means for promoting social bonding between friends. ...
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