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Interactive marketing: The influence of participation on positive word-of-mouth and referrals

Book ID
119172595
Publisher
John Wiley and Sons
Year
1993
Tongue
English
Weight
211 KB
Volume
10
Category
Article
ISSN
0737-6782

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โœ Mirjam A. Tuk; Peeter W.J. Verlegh; Ale Smidts; Daniel H.J. Wigboldus ๐Ÿ“‚ Article ๐Ÿ“… 2009 ๐Ÿ› Elsevier Science ๐ŸŒ English โš– 409 KB

In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by