Purpose – The research investigates how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next-purchase coupons as delayed rewards or immediate losses based on promotion context and coupon start date restrictions.Design/methodology/approach – Two...

Digital marketing plays a vital role in this competitive world and considered as a new form of marketing and provided new opportunities for companies to do businesses for 24 hours in a week. It helps to contact the person face to face. The study has been conducted to know the awareness about...