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