The impact of uncertain rewards on customers’ recommendation intention in social networks
Abstract
Purpose The purpose of this paper is to research the effect of uncertain rewards on the recommendation intention in referral reward programs (RRPs) and investigate the interaction of tie strength and reward type on the recommendation intention. Design/methodology/approach The research adopts a quantitative exploratory approach through the use of experiments. Study 1 adopted a 2×2 between-participants design ((reward type: certain reward vs...
Paper Details
Title
The impact of uncertain rewards on customers’ recommendation intention in social networks
Published Date
Aug 6, 2018
Journal
Volume
28
Issue
4
Pages
1029 - 1054
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Notes
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