Exploring the Impact of Offline and Online Promotional Media on Consumer Behavior (IMAGE)

Sophia University

Exploring the Impact of Offline and Online Promotional Media on Consumer Behavior

Caption

A recent study compared the impact of offline and online sales promotions on consumer behavior. Findings reveal that offline media, such as printed coupons, enhance cognitive engagement and coupon redemption rates, especially among consumers with low brand attachment.

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Taku Togawa from Sophia University, Japan

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