Social couponing : Groupon's influence on brands

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2011-12

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Abstract

Groupon was founded in 2008 and became the first official social couponing site, attracting widespread attention from many individuals. By putting a new spin on an old marketing strategy, Groupon was able to alter the manner in which consumers viewed coupons. Their social business model took network marketing to a whole new level by capitalizing on the rising trend of social media and online communities. In addition, the company’s rapidly growing subscriber base has prompted many retailers to engage with Groupon in an attempt to generate higher brand awareness. This professional report will explore the influence that Groupon has on retail brands by providing an analysis of two case studies that yielded positive and negative experiences with Groupon.

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