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REWARD “BOTH”: THE ROLE OF REFERRAL REWARD DISTRIBUTION PATTERN ON REFERRAL BEHAVIOR
Alisha Dhal,Shankha Basu 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Referral programs are ubiquitous in the marketplace and incentive design is crucial in such programs. Most companies opt for a two-sided design where they reward both the referee and recipients in their referral programs. However, surprisingly little research examines the incentive designs in two-sided programs.
WHAT CONSUMERS BELIEVE ABOUT THEIR AND OTHERS’ ACHIEVEMENT SHARING BEHAVIOR ON SOCIAL MEDIA
Honghan Qi,Shankha Basu 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Consumers have a strong desire to share their accomplishments on social media. They post about getting a promotion, completing an online course, finishing a marathon, or donating to charity. Companies also nudge consumers to make such posts. Understanding better people's beliefs about sharing achievement-related information with others is important.