KOREASCHOLAR

REWARD “BOTH”: THE ROLE OF REFERRAL REWARD DISTRIBUTION PATTERN ON REFERRAL BEHAVIOR

Alisha Dhal, Shankha Basu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422643
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.519
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

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.

Keyword
Referral rewardsreferral pointsfairnessaltruismaltruistic
Author
  • Alisha Dhal(Indian Institute of Management Indore, India)
  • Shankha Basu(University of Leeds, United Kingdom)