Working Papers

How Does Omnichannel Marketing Enable Businesses to Cope with Covid-19? Evidence from a Large-Scale Field Experiment

Eric Fang

University of Illinois at Urbana-Champaign

Mengzhou Zhuang

The University of Hong Kong

Fengyan Cai

Shanghai Jiao Tong University

Nov 18, 2020

Based on an extensive field study in China, this research investigates 1) how the local severity of the pandemic affects online-to-offline (020) coupon claims and redemptions, 2) how the coupon claiming procedure modulates these effects, and 3) what are the underlying mechanisms behind these effects.

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