Aaltodoc publication archive (Aalto University institutional repository)
School of Business | Department of Marketing | Marketing | 2012
Thesis number: 12872
Factors affecting consumers’ perceptions of digital sales promotion – An experimental investigation
|Title:||Factors affecting consumers’ perceptions of digital sales promotion – An experimental investigation|
|Year:||2012 Language: eng|
|Department:||Department of Marketing|
|Index terms:||markkinointi; marketing; mainonta; advertising; myynti; sales; digitaalitekniikka; digital technology; kuluttajat; consumers; kuluttajakäyttäytyminen; consumer behaviour; kylkiäinen; spin-off|
» hse_ethesis_12872.pdf size:2 MB (1516716)
|Key terms:||sales promotion, digital goods, digital marketing, promotional premium|
Along with the existence of modern content-based digital goods, a promotional premium product does no longer need to be tangible - digital premiums are alternatives to traditional physical premium products. This article reports the results of an experimental study, where the purpose was to gain understanding of consumer perceptions of digital premium-based promotional offers. Three characteristics related to digital premium-based promotions were manipulated in the context of a bottled mineral water purchase: the immediacy of receiving the premium, the method the premium is earned and the tangibility of the premium. Covariates included consumer perceptions of the promoted brand and product category both in terms of the advertised product as well as the premium product. The results show that the examined factors have interactive effects on consumer perceptions. Of the three factors, immediate premium reception had the most impact on the overall appreciation of the promotion and was less likely to be perceived as manipulative. Managerial implications as well as suggestions for future research are provided.
Electronic publications are subject to copyright. The publications can be read freely and printed for personal use. Use for commercial purposes is forbidden.