Mountain Talk: The Missing Link of Experience Co-Creation in Shared Coupons

Channel:

Lehigh Development and Alumni Relations

Subscribers:

242

Published on March 10, 2023 2:31:48 PM ● Video Link: https://www.youtube.com/watch?v=MxYWSP0PD2A

Game:

The Missing Link (2021)

Duration: 45:37

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Professor Beibei Dong is an Associate Professor of Marketing at Lehigh University. Her research lies in services marketing and digital marketing with a particular focus on consumer engagement and co-creation. Recently she studies emergent topics related to consumer engagement in digital marketing including AI, digital advertising, and sharing economy. Her research appears in leading marketing and management journals.

Professor Eric Fang is a professor of marketing and Iacocca chair of marketing. He is also the founding director of the Center of Digital Marketing Strategy and Analytics. His research focuses on digital marketing strategy in a data-rich environment and international business. He has more than 30 articles in leading marketing and management journals. His research includes online community user-generated content, online advertising, digital customization, and online platform strategy.

Which coupons are you more likely to redeem? Coupons shared by your friends or coupons distributed directly from businesses? In this talk, Professors Beibei Dong and Eric Fang will discuss their recent publication in the Journal of Marketing, a top journal in the marketing field (https://www.ama.org/2022/10/25/we-earned-the-coupon-together-the-value-of-experience-cocreation-in-redeeming-shared-coupons/). Their work investigates shared coupons, a new coupon type that combines economic savings and social sharing. Their research indicates that sharing coupons with friends can create a conflict between economic incentives and social relationships, while experience co-creation can mitigate this conflict and make customers more likely to share and redeem coupons.

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