Araştırma Makalesi
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DRIVERS OF REPEAT PURCHASE AND WORD-OF-MOUTH FOR GROUPON MERCHANTS

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 59 - 85, 14.06.2017

Öz

Daily deal site companies such as Groupon offer
coupons for services and products with deep discounts, a practice that
typically ends up in a loss of revenue for the participating merchants. Thus,
the key question for long-term viability is whether daily deal consumers repeat
purchase from and/or generate positive word-of-mouth for the merchants. This
research investigates the deal, merchant and consumer characteristics that
influence the initial purchase of the deal, the repurchase likelihood of the
service at different price levels and the word-of-mouth behavior of consumers
in an experimental setting with 960 participants. The results reveal that when
consumers have high satisfaction, merchants are likely to get (1) more repeat
purchase when they give a moderate (vs. low or high) initial discount, and (2)
more word-of-mouth occurs when merchants are physically close (vs. distant) to
the consumers. Furthermore, consumers’ coupon proneness (but not price
consciousness) increases both daily deal purchase and after-deal word-of-mouth.
Interestingly, consumers who are more concerned with price as a cue for quality
are more willing to repurchase at full price. These findings give merchants
specific recommendations as to how to price and target their deals to improve
the likelihood of repeat purchase and WOM generation.

Kaynakça

  • Alegre, J., and Cladera, M. (2009). Analysing the effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing, 43 (5), 670–685.
  • Alford, B.L., and Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention. Journal of Business Research, 55 (9), 775–783.
  • Amblee, N. C.,and Bui, T. X. (2012, August). Value proposition and social proof in online deals: an exploratory study of Groupon. com. InProceedings of the 14th Annual International Conference on Electronic Commerce(pp. 294-300). ACM.
  • Anderson, E.T., and Simester D.E. (2004). Long-run effects of promotion depth on new versus established customers: Three Field Studies. Marketing Science, Winter 23:4-20.
  • Bearden, W. O., and Shimp, T. A. (1982).The use of extrinsic cues to facilitate product adoption. Journal of Marketing Research, 229-239.
  • Berry, L. L., and Parasuraman, A. (2004).Marketing services: Competing through quality. Simon and Schuster.
  • Blattberg, R. C., and Neslin, S. A. (1989). Sales promotion: The long and the short of it. Marketing Letters,1(1), 81-97.
  • Blattberg, R. C., and Neslin, S. A. (1990).Sales promotion: Concepts, methods, and strategies (pp. 313-43). Englewood Cliffs, NJ: Prentice Hall.
  • Blattberg, R. C., Briesch, R., and Fox, E. J. (1995). How promotions work. Marketing Science,14(3_supplement), G122-G132.
  • Byers, J. W., Mitzenmacher, M., Potamias, M., and Zervas, G. (2011). A Month in the Life of Groupon. arXiv preprint arXiv:1105.0903.
  • Byers, J. W., Mitzenmacher, M., and Zervas, G. (2012, June). The Groupon effect on yelp ratings: a root cause analysis. InProceedings of the 13th ACM conference on electronic commerce(pp. 248-265). ACM.
  • Clifford S., and Miller C. C. (2012). Merchants and Shoppers Soul on Daily Deal Sites.http://www.nytimes.com/2012/08/18/technology/merchants-and-shoppers-sour-on-daily-deal-sites-like-groupon.html?_r=0
  • Cohen T. (2014). Why Groupon (GRPN) Stock Is Lower Today. The Street, available at http://www.thestreet.com/story/12730198/1/why-groupon-grpn-stock-is-lower-today.html
  • Cronin, J. J., Brady, M. K., and Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing,76(2), 193-218.
  • Del Vecchio, D., Henard, D. H., and Freling, T. H. (2006). The effect of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing,82(3), 203-213.
  • Devlin, J. F. (1998). Adding value to service offerings: the case of UK retail financial services. European Journal of Marketing, 32(11/12), 1091-1109.
  • Dholakia, U. M. (2011). What Makes Groupon Promotions Profitable for Businesses? Working Paper, Available at SSRN: http://ssrn.com/abstract=1790414
  • Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(November–December), 147–166.
  • Dodds, W. B., Monroe, K. B., and Grewal, D. (1991).Effects of price, brand, and store information on buyers' product evaluations.Journal of Marketing Research, 307-319.
  • Dodson, J. A., Tybout, A. M., and Sternthal, B. (1978). Impact of deals and deal retraction on brand switching. Journal of Marketing Research, 72-81.
  • Dowling, G. R. (1986). Perceived risk: the concept and its measurement. Psychology& Marketing,3(3), 193-210.
  • Dube, R. (2015).How much money does Groupon Make and Will it Last? Retrieved from http://www.makeuseof.com/tag/much-money-groupon-make-will-last/
  • Edelman, B., Jaffe, S., and Kominers, S. D. (2011). To Groupon or not to Groupon: The profitability of deep discounts. Marketing Letters, 1-15.
  • Engel, J. F., Kegerreis, R. J., and Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. The Journal of Marketing, 15-19.
  • Fitzsimons, G. J. (2008). Death to dichotomizing. Journal of Consumer Research,35(1), 5-8.
  • Fombrun, C., and Van Riel, C. (1997). The reputational landscape. Corporate Reputation Review, 1-16.
  • Garretson, J. A., and Burton, S. (2003). Highly coupon and sale prone consumers: benefits beyond price savings. Journal of Advertising Research, 43(02), 162-172.
  • Grewal, D., Janakiraman, R., Kalyanam, K., Kannan, P. K., Ratchford, B., Song, R., & Tolerico, S. (2010). Strategic online and offline retail pricing: a review and research agenda. Journal of Interactive Marketing, 24(2), 138-154
  • Guadagni, P. M., and Little, J. D. (1983). A logit model of brand choice calibrated on scanner data. Marketing Science,2(3), 203-238.
  • Gupta, S., and Cooper, L. G. (1992). The discounting of discounts and promotion thresholds. Journal of Consumer Research, 401-411.
  • Hennig-Thurau, T. and Walsh, G. (2003) Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet, International Journal of Electronic Commerce, 8(2), 51-74.
  • Hennig-Thurau, T., Gwinner, K. P.,- Walsh, G., and Gremler, D. D.(2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1) PAGES.
  • Hung, K., and Petrick, J. F. (2012). Testing the effects of congruity, travel constraints, and self-efficacy on travel intentions: An alternative decision-making model. Tourism Management,33(4), 855-867.
  • Hunt, H. K. (1977). CS/D—Overview and future research direction. In H. K. Hunt (Ed.), Conceptualization and measurement of customer satisfaction and dissatisfaction (pp.455–488). Cambridge, MA: Marketing Science Institute.
  • Irwin, J. R.,& McClelland, G. H. (2001). Misleading heuristics and moderated multiple regression models. Journal of Marketing Research,38(1), 100-109.
  • Kim, N., Lee, M., and Kim, H. R. (2008). The effect of service coupons on the consumer trade-offs between price and perceived quality. Journal of Promotion Management, 14(1-2), 59-76.
  • Kim, Ju-Young, Martin Natter, and Martin Spann. (2009): Pay what you want: A new participative pricing mechanism. Journal of Marketing. 73.1: 44-58.
  • Kumar, V., and Rajan, B. (2012). Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science,40(1), 120-136.
  • Lee, L., Bertini, M., and Ariely, D. (2008). Money Muddles Thinking: The Effect of Price on Preference Consistency. Columbia Business School, Working Paper.
  • Lichtenstein, D. R., Netemeyer, R. G., and Burton, S. (1990). Distinguishing coupon proneness from value consciousness: an acquisition-transaction utility theory perspective. Journal of Marketing, 54-67.
  • Lichtenstein, D. R., Ridgway, N. M., and Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study.Journal of Marketing Research, 234-245.
  • Linnane, C. (2015).Groupon sales head steps down: Re/code available at http://www.marketwatch.com/story/groupon-sales-head-steps-down-recode-2015-01-08
  • Liu, Y., and Sutanto, J. (2012). Buyers’ purchasing time and herd behavior on deal-of-the-day group-buying websites.Electronic Markets,22(2), 83-93.
  • Mittal, B. (1995) A comparative analysis of four scales of consumer involvement. Psychology & Marketing12.7: 663-682.
  • Neslin, S. A., and Shoemaker, R. W. (1989). An alternative explanation for lower repeat rates after promotion purchases.Journal of Marketing Research. VOL/PAGE NUMBER
  • Patterson, P. G., and Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination.International Journal of Service Industry management,8(5), 414-434.
  • Pauwels, K., Hanssens, D. M., and Siddarth, S. (2002). The long-term effects of price promotions on category incidence, brand choice, and purchase quantity. Journal of Marketing Research,39(4), 421-439.
  • Raghubir, P., and Krishna, A. (1996). As the crow flies: Bias in consumers' map-based distance judgments. Journal of Consumer Research, VOL? 26-39.
  • Rose, C., and Thomsen, S. (2004). The impact of corporate reputation on performance: Some Danish evidence. European Management Journal, 22(2), 201–210.
  • Shao, C. Y., Baker, J. A., and Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research,57(10), 1164-1176.
  • Szymanski, D. M., and Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence.Journal of the Academy of Marketing Science,29(1), 16-35.
  • Taylor, S. A., and Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions.Journal of Retailing,70(2), 163-178.
  • Winer, R. S. (1986). A Reference price model of brand choice for frequently purchased products. Journal of Consumer Research, 13(September), 250-256.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
  • Zeithaml, V. A., Parasuraman, A., and Berry, L. L. (1990).Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.
  • Zhang, Z., Zhang, Z., Wang, F., Law, R., and Li, D. (2013). Factors influencing the effectiveness of online group buying in the restaurant industry.International Journal of Hospitality Management,35, 237-245.

GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 59 - 85, 14.06.2017

Öz

Grupon gibi fırsat siteleri; ürün ve servisler için yüksek indirim
kuponları sağlamaktadır. Ancak bu indirimler 
kuponu sağlayan servis sağlayan satıcılar  aleyhine sonuçlanmakta ve para kaybına sebep
olmaktadır. Bu nedenle uzun vadede sürdürülebilirliğin sağlanabilmesi için
tekrar satın alım ve ağızdan ağıza olumlu pazarlamanın üretilmesi gerekmektedir.  Bu araştırma fırsat sitelerinde satılan
servislerin, servis sağlayıcıların  ve
tüketicilerin özelliklerini, tekrar satın alım ihtimalini ve tüketicilerin
olumlu  ağızdan ağıza aktarımlarını
deneysel bir dizaynla gerçekleştirilen 960 katılımcı ile incelemektedir.
Tüketicilerin servis memnuniyeti yüksek olduğunda (1) ilk indirim ortalama
düzeyde olduğunda daha fazla tekrar satın alım yapıldığı ve (2) Servis
sağlayıcılar fiziksel olarak yakın olduğu durumlarda daha fazla ağızdan ağıza
iletişim oluştuğu bulgularına ulaşılmıştır. 
Ayrıca, tüketicilerin kupon eğilimi (fiyat bilinci değil) hem fırsat
kuponu alımını hem de fırsat sonrası ağızdan ağıza pazarlamayı artırmaktadır.
İlginçtir ki, fiyatı kalite konusunda bir ipucu olarak değerlendiren tüketiciler,
tekrar tam fiyatla satın almaya daha isteklidirler. Bu bulgular, servis
sağlayıcılara tekrar satın alım ve ağızdan ağıza pazarlama üretme olasılığını
artırmak için fırsatlarını nasıl fiyatlandıracaklarını ve amaç planlamaları
konusunda özel tavsiyeler vermektedir.

Kaynakça

  • Alegre, J., and Cladera, M. (2009). Analysing the effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing, 43 (5), 670–685.
  • Alford, B.L., and Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention. Journal of Business Research, 55 (9), 775–783.
  • Amblee, N. C.,and Bui, T. X. (2012, August). Value proposition and social proof in online deals: an exploratory study of Groupon. com. InProceedings of the 14th Annual International Conference on Electronic Commerce(pp. 294-300). ACM.
  • Anderson, E.T., and Simester D.E. (2004). Long-run effects of promotion depth on new versus established customers: Three Field Studies. Marketing Science, Winter 23:4-20.
  • Bearden, W. O., and Shimp, T. A. (1982).The use of extrinsic cues to facilitate product adoption. Journal of Marketing Research, 229-239.
  • Berry, L. L., and Parasuraman, A. (2004).Marketing services: Competing through quality. Simon and Schuster.
  • Blattberg, R. C., and Neslin, S. A. (1989). Sales promotion: The long and the short of it. Marketing Letters,1(1), 81-97.
  • Blattberg, R. C., and Neslin, S. A. (1990).Sales promotion: Concepts, methods, and strategies (pp. 313-43). Englewood Cliffs, NJ: Prentice Hall.
  • Blattberg, R. C., Briesch, R., and Fox, E. J. (1995). How promotions work. Marketing Science,14(3_supplement), G122-G132.
  • Byers, J. W., Mitzenmacher, M., Potamias, M., and Zervas, G. (2011). A Month in the Life of Groupon. arXiv preprint arXiv:1105.0903.
  • Byers, J. W., Mitzenmacher, M., and Zervas, G. (2012, June). The Groupon effect on yelp ratings: a root cause analysis. InProceedings of the 13th ACM conference on electronic commerce(pp. 248-265). ACM.
  • Clifford S., and Miller C. C. (2012). Merchants and Shoppers Soul on Daily Deal Sites.http://www.nytimes.com/2012/08/18/technology/merchants-and-shoppers-sour-on-daily-deal-sites-like-groupon.html?_r=0
  • Cohen T. (2014). Why Groupon (GRPN) Stock Is Lower Today. The Street, available at http://www.thestreet.com/story/12730198/1/why-groupon-grpn-stock-is-lower-today.html
  • Cronin, J. J., Brady, M. K., and Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing,76(2), 193-218.
  • Del Vecchio, D., Henard, D. H., and Freling, T. H. (2006). The effect of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing,82(3), 203-213.
  • Devlin, J. F. (1998). Adding value to service offerings: the case of UK retail financial services. European Journal of Marketing, 32(11/12), 1091-1109.
  • Dholakia, U. M. (2011). What Makes Groupon Promotions Profitable for Businesses? Working Paper, Available at SSRN: http://ssrn.com/abstract=1790414
  • Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(November–December), 147–166.
  • Dodds, W. B., Monroe, K. B., and Grewal, D. (1991).Effects of price, brand, and store information on buyers' product evaluations.Journal of Marketing Research, 307-319.
  • Dodson, J. A., Tybout, A. M., and Sternthal, B. (1978). Impact of deals and deal retraction on brand switching. Journal of Marketing Research, 72-81.
  • Dowling, G. R. (1986). Perceived risk: the concept and its measurement. Psychology& Marketing,3(3), 193-210.
  • Dube, R. (2015).How much money does Groupon Make and Will it Last? Retrieved from http://www.makeuseof.com/tag/much-money-groupon-make-will-last/
  • Edelman, B., Jaffe, S., and Kominers, S. D. (2011). To Groupon or not to Groupon: The profitability of deep discounts. Marketing Letters, 1-15.
  • Engel, J. F., Kegerreis, R. J., and Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. The Journal of Marketing, 15-19.
  • Fitzsimons, G. J. (2008). Death to dichotomizing. Journal of Consumer Research,35(1), 5-8.
  • Fombrun, C., and Van Riel, C. (1997). The reputational landscape. Corporate Reputation Review, 1-16.
  • Garretson, J. A., and Burton, S. (2003). Highly coupon and sale prone consumers: benefits beyond price savings. Journal of Advertising Research, 43(02), 162-172.
  • Grewal, D., Janakiraman, R., Kalyanam, K., Kannan, P. K., Ratchford, B., Song, R., & Tolerico, S. (2010). Strategic online and offline retail pricing: a review and research agenda. Journal of Interactive Marketing, 24(2), 138-154
  • Guadagni, P. M., and Little, J. D. (1983). A logit model of brand choice calibrated on scanner data. Marketing Science,2(3), 203-238.
  • Gupta, S., and Cooper, L. G. (1992). The discounting of discounts and promotion thresholds. Journal of Consumer Research, 401-411.
  • Hennig-Thurau, T. and Walsh, G. (2003) Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet, International Journal of Electronic Commerce, 8(2), 51-74.
  • Hennig-Thurau, T., Gwinner, K. P.,- Walsh, G., and Gremler, D. D.(2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1) PAGES.
  • Hung, K., and Petrick, J. F. (2012). Testing the effects of congruity, travel constraints, and self-efficacy on travel intentions: An alternative decision-making model. Tourism Management,33(4), 855-867.
  • Hunt, H. K. (1977). CS/D—Overview and future research direction. In H. K. Hunt (Ed.), Conceptualization and measurement of customer satisfaction and dissatisfaction (pp.455–488). Cambridge, MA: Marketing Science Institute.
  • Irwin, J. R.,& McClelland, G. H. (2001). Misleading heuristics and moderated multiple regression models. Journal of Marketing Research,38(1), 100-109.
  • Kim, N., Lee, M., and Kim, H. R. (2008). The effect of service coupons on the consumer trade-offs between price and perceived quality. Journal of Promotion Management, 14(1-2), 59-76.
  • Kim, Ju-Young, Martin Natter, and Martin Spann. (2009): Pay what you want: A new participative pricing mechanism. Journal of Marketing. 73.1: 44-58.
  • Kumar, V., and Rajan, B. (2012). Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science,40(1), 120-136.
  • Lee, L., Bertini, M., and Ariely, D. (2008). Money Muddles Thinking: The Effect of Price on Preference Consistency. Columbia Business School, Working Paper.
  • Lichtenstein, D. R., Netemeyer, R. G., and Burton, S. (1990). Distinguishing coupon proneness from value consciousness: an acquisition-transaction utility theory perspective. Journal of Marketing, 54-67.
  • Lichtenstein, D. R., Ridgway, N. M., and Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study.Journal of Marketing Research, 234-245.
  • Linnane, C. (2015).Groupon sales head steps down: Re/code available at http://www.marketwatch.com/story/groupon-sales-head-steps-down-recode-2015-01-08
  • Liu, Y., and Sutanto, J. (2012). Buyers’ purchasing time and herd behavior on deal-of-the-day group-buying websites.Electronic Markets,22(2), 83-93.
  • Mittal, B. (1995) A comparative analysis of four scales of consumer involvement. Psychology & Marketing12.7: 663-682.
  • Neslin, S. A., and Shoemaker, R. W. (1989). An alternative explanation for lower repeat rates after promotion purchases.Journal of Marketing Research. VOL/PAGE NUMBER
  • Patterson, P. G., and Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination.International Journal of Service Industry management,8(5), 414-434.
  • Pauwels, K., Hanssens, D. M., and Siddarth, S. (2002). The long-term effects of price promotions on category incidence, brand choice, and purchase quantity. Journal of Marketing Research,39(4), 421-439.
  • Raghubir, P., and Krishna, A. (1996). As the crow flies: Bias in consumers' map-based distance judgments. Journal of Consumer Research, VOL? 26-39.
  • Rose, C., and Thomsen, S. (2004). The impact of corporate reputation on performance: Some Danish evidence. European Management Journal, 22(2), 201–210.
  • Shao, C. Y., Baker, J. A., and Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research,57(10), 1164-1176.
  • Szymanski, D. M., and Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence.Journal of the Academy of Marketing Science,29(1), 16-35.
  • Taylor, S. A., and Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions.Journal of Retailing,70(2), 163-178.
  • Winer, R. S. (1986). A Reference price model of brand choice for frequently purchased products. Journal of Consumer Research, 13(September), 250-256.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
  • Zeithaml, V. A., Parasuraman, A., and Berry, L. L. (1990).Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.
  • Zhang, Z., Zhang, Z., Wang, F., Law, R., and Li, D. (2013). Factors influencing the effectiveness of online group buying in the restaurant industry.International Journal of Hospitality Management,35, 237-245.
Toplam 56 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Ela Arı

Yayımlanma Tarihi 14 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Pazarlama Kongresi Özel Sayısı

Kaynak Göster

APA Arı, E. (2017). GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi59-85.
AMA Arı E. GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Published online 01 Haziran 2017:59-85.
Chicago Arı, Ela. “GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Haziran (Haziran 2017), 59-85.
EndNote Arı E (01 Haziran 2017) GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 59–85.
IEEE E. Arı, “GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, ss. 59–85, Haziran 2017.
ISNAD Arı, Ela. “GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Haziran 2017. 59-85.
JAMA Arı E. GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017;:59–85.
MLA Arı, Ela. “GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 2017, ss. 59-85.
Vancouver Arı E. GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017:59-85.

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