The effect of referral tasks on customers’ referral likelihood on social platforms

Purpose Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral likelihood. This study aims to explore the effects of referral tasks (communication content and approach) on cust...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Nankai business review international 2024-10, Vol.15 (4), p.595-618
Hauptverfasser:	Ma, Sai, Xie, Qinghong, Wang, Jiaxin, Dong, Jingjing
Format:	Artikel
Sprache:	eng
Schlagworte:	Audiences Communication Construal Consumers Customers Influence Literature reviews Loyalty programs Market strategy Referrals Rewards Selfconstrual Social costs Social networks Willingness
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!