Impact of Incentive Mechanism in Online Referral Programs: Evidence from Randomized Field Experiments

Despite the growing popularity of online referral programs, a minimal amount is known regarding the theoretical foundations that drive the key actions associated with successful referrals. In this paper, we study which type of referral reward structure is most effective in maximizing word-of-mouth b...

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Veröffentlicht in:	Journal of management information systems 2021-01, Vol.38 (1), p.59-81
Hauptverfasser:	Jung, Jaehwuen, Bapna, Ravi, Gupta, Alok, Sen, Soumya
Format:	Artikel
Sprache:	eng
Schlagworte:	eWOM Experiments Loyalty programs mechanism design online incentives online referrals Optimization Popularity referral incentives Referrals Self interest Social contagion viral marketing
Online-Zugang:	Volltext
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