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Title: Do recommend-a-friend programs really work?
Keywords: Recommend-a-friend programs, word-of-mouth, incentives, metaperception, tie strength, referrals
Issue Date: 31-May-2006
Citation: CHEW YEE PENG, PATRICIA (2006-05-31). Do recommend-a-friend programs really work?. ScholarBank@NUS Repository.
Abstract: Many marketers are using recommend-a-friend programs to harness the power of word of mouth. However, there is a dearth of academic research about the effectiveness of such programs. Psychological literature has advanced opposing arguments about the efficacy of incentives. Thus, the primary objective of the dissertation was to extend psychological literature into the recommendation context to discover when incentives might work, not work, or perhaps even be detrimental to recommendations. Through a triangulation of qualitative and quantitative methods, it was found that the perceived attractiveness of an incentive and the favorability of metaperception were strong motivators of recommendations. The impact of incentives and tie strength on recommendations was mediated by metaperception. Specifically, there was a negative relationship between incentives and metaperception, and a positive relationship between tie strength and metaperception. A secondary objective was to understand what drives non-incentivized recommendations. It was found that other-oriented motives were the dominant motivators.
Appears in Collections:Ph.D Theses (Open)

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