Diffusing mobile coupons with social endorsing mechanism

Yung-Ming Li*, Jyh Hwa Liou, Ching Yuan Ni

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

25 Scopus citations


With the popularity of social media and mobile device, vendors have more distribution channels for digital coupons than ever before. However, coupon redemption rates are unacceptable to venders. The important factor driving coupon receivers to redeem mobile coupons is an understanding of them. The purpose of this study is to propose a new social coupon endorsing mechanism, which aims to identify those endorsers who have coupon proneness and a high sharing willingness for coupon diffusion, with a recommended list of coupon receivers. Our experimental results show that our proposed mechanism effectively propagates mobile coupon or discount information by helping consumers to more efficiently gather coupons which fit their preferences and location, and to save money. It also helps vendors propagate mobile coupons to the target consumers in an efficient way.

Original languageEnglish
Pages (from-to)87-99
Number of pages13
JournalDecision Support Systems
StatePublished - Feb 2019


  • Location-based commerce
  • Mobile coupon
  • Social diffusion
  • Social endorser
  • Social network


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