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| Mobile Coupon Forwarding Mode Based on Electronic Word of Mouth |
| ZHAO Xuefeng,TANG Qing,LIU Fen |
| Huazhong University of Science and Technology, Wuhan， China |
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Abstract The potential success of mobile coupons has gained the advertisers’ and scholars’ interests as a new marketing tool; however the redemption rate is not so high in reality. In order to solve this problem, we propose a mobile couponforwarding mode that makes use of sociotechnical system theory and combine it with the concept of social network and electronic word of mouth (eWOM). This research elaborates the ways in which technical system and social system are built. The detailed contents and operation process for proposed mobile couponforwarding mode are discussed.
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Received: 20 December 2012
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2013, Vol. 10 
