Empathizing the Effect of Mobile Coupon Promotions on Social Shopping Behaviour

The rise of e-commerce has led to a surge in sales promotions, with over 50% of consumers in 26 countries shopping from overseas retailers. This has prompted retailers to target a borderless market space, with India ranking third globally in e-service consumption. Promotions on social networking sites are driven by factors like self-confidence, social interaction, reciprocity, and perceived economic benefits. Positive reinforcement of m-coupon sharing behaviours may reinforce these behaviours. The study emphasizes the need for a better understanding of promotions and their impact on consumer evaluation of information sharing in social networking sites across food delivery services. A study using a positivist paradigm, cross-sectional approach, and convenience sampling found a strong correlation between social interaction and intention to share m-coupons. Factors like self-confidence, reciprocity, perceived economic benefits, and coupon proneness also play significant roles. The research suggests that e-retailers can use third-party reviews and deal popularity to improve their services. Understanding consumer psyche and past purchase behaviours is crucial for customizing promotions and increasing profitability. The study also highlights the origin of micro-influencers and the need for further research on user motivations in shaping these influencers.