Journal ArticleDOI
A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood:
Gangseog Ryu,Lawrence Feick +1 more
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TLDR
In this article, the authors report on four experiments in which they find that rewards increase referral likelihood and that rewards are particularly effective in increasing referral to weak ties and for weaker brands.Abstract:
Because referral reward programs reward existing customers and build the customer base, firms use them to encourage customers to make recommendations to others The authors report on four experiments in which they find that rewards increase referral likelihood More specifically, they find that rewards are particularly effective in increasing referral to weak ties and for weaker brands It is also important who receives the reward Overall, for weak ties and weaker brands, giving a reward to the provider of the recommendation is important For strong ties and stronger brands, providing at least some of the reward to the receiver of the referral seems to be more effective The authors discuss the implications of the results for the design of reward programsread more
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Customer Engagement Behavior: Theoretical Foundations and Research Directions
TL;DR: The concept of customer engagement behaviors (CEB) as mentioned in this paper is defined as the customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers, which includes a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action.
Journal ArticleDOI
Customer engagement behavior : Theoretical foundations and research directions
Jenny van Doorn,Katherine N. Lemon,Vikas Mittal,Stephan Nass,Doreén Pick,Peter Pirner,Peter C. Verhoef +6 more
TL;DR: The concept of customer engagement behaviors (CEB) as discussed by the authors is defined as the customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers, which includes a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action.
Journal ArticleDOI
Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value:
Vikas Kumar,Lerzan Aksoy,Bas Donkers,Rajkumar Venkatesan,Thorsten Wiesel,Sebastian Tillmanns +5 more
TL;DR: In this article, the authors propose four components of a customer's engagement value (CEV) with a firm: customer lifetime value (the customer's purchase behavior), customer referral value (as it relates to incentivized referral of new customers), customer influencer value (which includes the customer's behavior to influence other customers, that is increasing acquisition, retention, and share of wallet through word of mouth of existing customers as well as prospects).
Journal ArticleDOI
Innovation diffusion and new product growth models: A critical review and research directions
TL;DR: In this article, the authors define diffusion as the process of the market penetration of new products and services that is driven by social influences, which include all interdependencies among consumers that affect various market players with or without their explicit knowledge.
Journal ArticleDOI
Creating Social Contagion Through Viral Product Design: A Randomized Trial of Peer Influence in Networks
Sinan Aral,Dylan Walker +1 more
TL;DR: Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network.
References
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Journal ArticleDOI
The Strength of Weak Ties
TL;DR: In this paper, it is argued that the degree of overlap of two individuals' friendship networks varies directly with the strength of their tie to one another, and the impact of this principle on diffusion of influence and information, mobility opportunity, and community organization is explored.
Book
A Theory of Cognitive Dissonance
TL;DR: Cognitive dissonance theory links actions and attitudes as discussed by the authors, which holds that dissonance is experienced whenever one cognition that a person holds follows from the opposite of at least one other cognition that the person holds.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Book ChapterDOI
Self-perception theory
TL;DR: Self-perception theory as discussed by the authors states that individuals come to know their own attitudes, emotions, and other internal states partially by inferring them from observations of their own overt behavior and/or the circumstances in which this behavior occurs.
Journal ArticleDOI
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Marian Friestad,Peter Wright +1 more
TL;DR: In this article, the authors present a model of how people develop and use persuasion knowledge to cope with persuasion attempts and discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves.