CONSUMERS’ OPINION REGARDING ONLINE PROMOTIONS

Abstract

Nowadays online promotions are a common practice used when marketers want to promote a product or a service on a market. In this context, we found it interesting to study consumers’ opinion regarding online promotions. To achieve the aim of the paper, we investigated the following: the degree to which consumers follow and react to online promotions; how adequate they consider online promotions to be; how aggressive online promotions are perceived; main problems faced by consumers regarding online promotions; advantages and disadvantages of online promotions. Concluding remarks and policy implications are also addressed.

Keywords

• consumer behavior
• online platforms
• promotions
• digital marketing