2020
DOI: 10.1080/10919392.2020.1761750
|View full text |Cite
|
Sign up to set email alerts
|

Impact of Customer’s Social Value on Optimizing Referral Reward Programs

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
4
1

Citation Types

0
13
0
2

Year Published

2020
2020
2024
2024

Publication Types

Select...
5
1

Relationship

0
6

Authors

Journals

citations
Cited by 7 publications
(15 citation statements)
references
References 42 publications
0
13
0
2
Order By: Relevance
“…Geng (2020) demonstrates that given the strength of network externalities, firms will offer no RRPs if the value discrepancy is too small. Jiang et al. (2020) find that firms should be prudent in using RRPs when the regular price and the sender's persuasion effectiveness are low.…”
Section: Introductionmentioning
confidence: 92%
See 1 more Smart Citation
“…Geng (2020) demonstrates that given the strength of network externalities, firms will offer no RRPs if the value discrepancy is too small. Jiang et al. (2020) find that firms should be prudent in using RRPs when the regular price and the sender's persuasion effectiveness are low.…”
Section: Introductionmentioning
confidence: 92%
“…Therefore, a Stackelberg model is suitable for this research, as shown by prior research on the firm's optimal RRP design (Xiao et al. , 2011; Jiang et al. , 2020).…”
Section: Introductionmentioning
confidence: 99%
“…Jiang et al 13 show that when the relationship strength between sharers and recipients is weak, enterprises tend to reward more sharers. On the contrary, enterprises tend to reward recipients on social media.…”
Section: Theoretical Backgroundmentioning
confidence: 99%
“…Referral rewards are found to have been an effective promotion mechanism in increasing the size of the credit card market through maintaining the existing customer pool and attracting new customers (Kuester and Benkenstein, 2014; Wirtz et al , 2019b; Jiang et al , 2020). The referral process is a phenomenon that entails a recommender, a receiver and a product/service.…”
Section: Introductionmentioning
confidence: 99%
“…In a referral situation, a recommender is uncertain whether the receiver will be satisfied with the recommended product or service. A receiver is suspicious of a recommender's motive when large financial rewards are available for successful referrals (Verlegh et al , 2013; Sciandra, 2019; Jiang et al , 2020). An interesting and important research question is, are some consumers more prone or susceptible to the influence of social risk than others?…”
Section: Introductionmentioning
confidence: 99%