643
Views
6
CrossRef citations to date
0
Altmetric
Research Article

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

, &

References

  • Arbatskaya, M., and H. Konishi. 2016. Customer referrals. International Journal of Industrial Organization 48:34–58. doi:10.1016/j.ijindorg.2016.06.001.
  • Bansal, H. S., and P. A. Voyer. 2000. Word-of-mouth processes within a services purchase decision context. Journal of Service Research 3 (2):166–77. doi:10.1177/109467050032005.
  • Berger, J. 2014. Word of mouth and interpersonal communication: A review and directions for future research. Journal of Customer Psychology 24 (4):586–607.
  • Biyalogorsky, E., E. Gerstner, and B. Libai. 2001. Customer referral management: Optimal reward programs. Marketing Science 20 (1):82–95. doi:10.1287/mksc.20.1.82.10195.
  • Bowman, D., and D. Narayandas. 2001. Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. Journal of Marketing Research 38 (3):281–97. doi:10.1509/jmkr.38.3.281.18863.
  • Chu, W., and P. S. Desai. 1995. Channel coordination mechanisms for customer satisfaction. Marketing Science 14 (4):343–59. doi:10.1287/mksc.14.4.343.
  • De Bruyn, A., and G. L. Lilien. 2008. A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing 25 (3):151–63. doi:10.1016/j.ijresmar.2008.03.004.
  • De Matos, C. A., and C. A. V. Rossi. 2008. Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science 36 (4):578–96. doi:10.1007/s11747-008-0121-1.
  • Dellarocas, C. 2006. Strategic manipulation of internet opinion forums: Implications for customers and firms. Management Science 52 (10):1577–93. doi:10.1287/mnsc.1060.0567.
  • Dose, D., and G. Walsh. 2016. Examining Customer Referral Reward Programs: Does Reward Fairness Matter?. In Petruzzellis L.,Winer R. (eds.), Rediscovering the Essentiality of Marketing.Developments in Marketing Science: Proceedings of the Academyof Marketing Science. Cham: Springer.
  • Dose, D. B., G. Walsh, S. E. Beatty, and R. Elsner. 2019. Unintended reward costs: The effectiveness of customer referral reward programs for innovative products and services. Journal of the Academy of Marketing Science 47 (3):438–59. doi:10.1007/s11747-019-00635-z.
  • Garnefeld, I., A. Eggert, S. V. Helm, and S. S. Tax. 2013. Growing existing customers’ revenue streams through customer referral programs. Journal of Marketing 77 (4):17–32. doi:10.1509/jm.11.0423.
  • Gneezy, U., and A. Rustichini. 2000. Pay enough or don’t pay at all. The Quarterly Journal of Economics 115 (3):791–810. doi:10.1162/003355300554917.
  • Godes, D., and D. Mayzlin. 2004. Using online conversations to study word-of-mouth communication. Marketing Science 23 (4):545–60. doi:10.1287/mksc.1040.0071.
  • Godes, D., and D. Mayzlin. 2009. Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science 28 (4):721–39. doi:10.1287/mksc.1080.0444.
  • Godes, D., D. Mayzlin, Y. Chen, S. Das, C. Dellarocas, B. Pfeiffer, B. Libai, S. Sen, M. Shi, P. Verlegh, et al. 2005. The firm’s management of social interactions. Marketing Letters 16 (3–4):415–28. doi:10.1007/s11002-005-5902-4.
  • Guo, Z. 2012. Optimal decision making for online referral marketing. Decision Support Systems 52 (2):373–83. doi:10.1016/j.dss.2011.09.004.
  • Hu, X., X. Chen, and R. M. Davison. 2019. Social support, source credibility, social influence, and impulsive purchase behavior in social commerce. International Journal of Electronic Commerce 23 (3):297–327. doi:10.1080/10864415.2019.1619905.
  • Hughes, C., V. Swaminathan, and G. Brooks. 2019. Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing 83 (5):78–96. doi:10.1177/0022242919854374.
  • Jin, L., and Y. Huang. 2014. When giving money does not work: The differential effects of monetary versus in-kind rewards in referral reward programs. International Journal of Research in Marketing 31 (1):107–16. doi:10.1016/j.ijresmar.2013.08.005.
  • Jing, X., and J. Xie. 2011. Group buying: A new mechanism for selling through social interactions. Management Science 57 (8):1354–72. doi:10.1287/mnsc.1110.1366.
  • Jun, T., and J. Y. Kim. 2008. A theory of customer referral. International Journal of Industrial Organization 26 (3):662–78. doi:10.1016/j.ijindorg.2007.03.005.
  • Kornish, L. J., and Q. Li. 2010. Optimal referral bonuses with asymmetric information: Firm-offered and interpersonal incentives. Marketing Science 29 (1):108–21. doi:10.1287/mksc.1080.0484.
  • Li, Y., L. B. Oh, and K. Wang. 2017. Why users share marketer-generated contents on social broadcasting web sites: A cognitive–affective involvement perspective. Journal of Organizational Computing and Electronic Commerce 27 (4):342–73. doi:10.1080/10919392.2017.1363595.
  • Libai, B., R. Bolton, M. S. Bügel, K. De Ruyter, O. Götz, H. Risselada, and A. T. Stephen. 2010. Customer-to-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research 13 (3):267–82. doi:10.1177/1094670510375600.
  • Lobel, I., E. Sadler, and L. R. Varshney. 2016. Customer referral incentives and social media. Management Science 63 (10):3514–29. doi:10.1287/mnsc.2016.2476.
  • Loewenstein, G. F., L. Thompson, and M. H. Bazerman. 1989. Social utility and decision making in interpersonal contexts. Journal of Personality and Social Psychology 57 (3):426. doi:10.1037/0022-3514.57.3.426.
  • Luo, X. 2007. Customer negative voice and firm-idiosyncratic stock returns. Journal of Marketing 71 (3):75–88. doi:10.1509/jmkg.71.3.075.
  • Lynch, J. G., and J. L. Cohen. 1978. The use of subjective expected utility theory as an aid to understanding variables that influence helping behavior. Journal of Personality and Social Psychology 36 (10):1138. doi:10.1037/0022-3514.36.10.1138.
  • MacCrimmon, K. R., and D. M. Messick. 1976. A framework for social motives. Behavioral Science 21 (2):86–100. doi:10.1002/bs.3830210203.
  • Martensen, A., S. Brockenhuus-Schack, and A. L. Zahid. 2018. How citizen influencers persuade their followers. Journal of Fashion Marketing and Management: An International Journal 22 (3):335–53. doi:10.1108/JFMM-09-2017-0095.
  • Mayzlin, D. 2006. Promotional chat on the Internet. Marketing Science 25 (2):155–63. doi:10.1287/mksc.1050.0137.
  • Polites, G. L., C. K. Williams, E. Karahanna, and L. Seligman. 2012. A theoretical framework for customer e-satisfaction and site stickiness: An evaluation in the context of online hotel reservations. Journal of Organizational Computing and Electronic Commerce 22 (1):1–37. doi:10.1080/10919392.2012.642242.
  • Ryu, G., and L. Feick. 2007. A penny for your thoughts: Referral reward programs and referral likelihood. Journal of Marketing 71 (1):84–94. doi:10.1509/jmkg.71.1.084.
  • Saravanakumar, M., and T. SuganthaLakshmi. 2012. Social media marketing. Life Science Journal 9 (4):4444–51.
  • Schmitt, P., B. Skiera, and C. Van den Bulte. 2011. Referral programs and customer value. Journal of Marketing 75 (1):46–59. doi:10.1509/jm.75.1.46.
  • Scott, R. H. 1972. Avarice, altruism, and second party preferences. Quarterly Journal of Economics 86 (1):2–18. doi:10.2307/1880490.
  • Trusov, M., R. E. Bucklin, and K. Pauwels. 2009. Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing 73 (5):90–102. doi:10.1509/jmkg.73.5.90.
  • Tsai, S. P. 2013. Discussing brand information on social networking sites: Implications for global brand marketing. Journal of Organizational Computing and Electronic Commerce 23 (4):372–91. doi:10.1080/10919392.2013.837794.
  • Tuk, M. A., P. W. Verlegh, A. Smidts, and D. H. Wigboldus. 2009. Sales and sincerity: The role of relational framing in word‐of‐mouth marketing. Journal of Customer Psychology 19 (1):38–47.
  • Van den Bulte, C. 2011. Opportunities and challenges in studying customer networks. In The Connected Customer: The Changing Nature of Consumer and Business Markets (pp. 7–36). Taylor andFrancis.
  • Verlegh, P. W., G. Ryu, M. A. Tuk, and L. Feick. 2013. Receiver responses to rewarded referrals: The motive inferences framework. Journal of the Academy of Marketing Science 41 (6):669–82. doi:10.1007/s11747-013-0327-8.
  • Wang, Q., Y. Mao, J. Zhu, and X. Zhang. 2018. Receiver responses to referral reward programs in social networks. Electronic Commerce Research 18 (3):563–85. doi:10.1007/s10660-017-9271-x.
  • Wangenheim, F. V., and T. Bayón. 2007. The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science 35 (2):233–49. doi:10.1007/s11747-007-0037-1.
  • Wirtz, J., and P. Chew. 2002. The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour. International Journal of Service Industry Management 13 (2):141–62. doi:10.1108/09564230210425340.
  • Wirtz, J., C. Orsingher, P. Chew, and S. K. Tambyah. 2013. The role of metaperception on the effectiveness of referral reward programs. Journal of Service Research 16 (1):82–98. doi:10.1177/1094670512462138.
  • Xiao, P., C. S. Tang, and J. Wirtz. 2011. Optimizing referral reward programs under impression management considerations. European Journal of Operational Research 215 (3):730–39.
  • Zhou, D., Z. Yao, and Y. F. Dou. 2017. Effects of customers’ budget constraint on the referral reward program. Journal of Management Sciences in China 20 (8):80–92.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.