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M-coupon's sharing behaviour on social media: intrinsic vs extrinsic motivation

Ayushi Sharma (Marketing, FORE School of Management, New Delhi, India)
Rakesh Mohan Joshi (International Business and Research, Indian Institute of Foreign Trade, New Delhi, India)

South Asian Journal of Business Studies

ISSN: 2398-628X

Article publication date: 24 December 2020

Issue publication date: 19 October 2021




The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A consumer can make promotional tool (in our case m-coupons) viral if the cues trigger an apt motivation. This study fills the need gap by identifying which motivations must be focused to make a promotional tool viral by the consumer especially in an emerging economy like India.


We designed conceptual framework based on extensive literature review and employed hierarchal regression methodology to investigate the motivation to share m-coupon.


Sense of self-worth, Socializing and Reciprocity emerge as strong reasons for a consumer to share m-coupons amongst friends and peers in SNS. Results have shown that intrinsic motivation works very effectively when a consumer shares m-coupons in SNSs.

Research limitations/implications

This study has certain limitations. First, the impact of age, gender and education can also influence the results as perception evolves with age and education. Second, in our study, we have not classified m-coupons in different categories. Different types of m-coupons may have a different impact on consumers.

Practical implications

The paper presents findings, which are useful for marketers to develop a customer-centric viral promotional strategy.


This study is one of the few studies in integrating types of motivation with coupon proneness and coupon sharing in social media. This study has specifically targeted the emerging economy where m-coupons usage has seen a surge. Study has shown that it is the intrinsic motivation which is very crucial for encouraging consumer for participating in SNSs and share e-word of mouth amongst friends and peers.



This papers forms a part of special section “New Social Media Marketing Strategies”, guest edited by Jorge E. Fresneda and Rajesh Chandrashekaran.“The infrastructural support provided by FORE School of Management, New Delhi in completing this paper is gratefully acknowledged”.


Sharma, A. and Joshi, R.M. (2021), "M-coupon's sharing behaviour on social media: intrinsic vs extrinsic motivation", South Asian Journal of Business Studies, Vol. 10 No. 3, pp. 278-304.



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