An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions

Gadi Dung Paul

An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions

Gadi Dung Paul * § B.sc Management Science, MBA, M.sc Business Administration, PGD Information Technology (inview), Phd Human Resource Management (inview)

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An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions

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Abstract

Along with the existence of modern content-based digital goods, a promotional premium product 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 water purchase: the immediacy of receiving the premium, the method the premium is earned and the tangibility of the premium. Covariate 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.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Gadi Dung Paul. 2015. "An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions". Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 15 (GJMBR Volume 15 Issue A2).

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GJMBR Volume 15 Issue A2

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-A Classification JEL Code: D11

Submission ReceivedApril 9, 2015
Peer Review Double Blind
Handling Editor
Accepted May 3, 2015
Published May 15, 2015

Version of record

v1.2

Issue date

March 13, 2015

Language

English

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Article Matrices

Total Score: 148

Country: Nigeria

Subject: Global Journal of Management and Business Research

Authors: Gadi Dung Paul (PhD/Dr. count: 0)

View Count (all-time): 250

Total Views (Real + Logic): 944

Total Downloads (simulated): 83

Publish Date: 2015 05, Fri

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Total Views: 944

Total Downloads: 83

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