The DOI matches its Crossref record; 42 of the 42 references it cites were found in a registry or an index.
A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood
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 programs.
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In the citing paper
“Additionally, rewarding referral behavior increases the perceived social costs of making referrals, due to doubt about the recommender ' s motives (Ryu and Feick 2007).”
From Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services (2019) · cites this paper as Ryu and Feick 2007
In the citing paper
“On the other hand, rewards may prevent referrals with raising social impression concerns (Wirtz and Chew, 2002; Ryu and Feick, 2007; Wirtz et al., 2013, 2019; Orsingher and Wirtz, 2018).”
From Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference (2021) · cites this paper as Ryu and Feick, 2007
In the citing paper
“existing research shows that CRPs stimulate referral behavior (Ryu and Feick 2007)”
From Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services (2019) · cites this paper as Ryu and Feick 2007
In the citing paper
“For example, Ryu and Feick (2007) find that offering referral rewards increases referral likelihood.”
From Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services (2019) · cites this paper as Ryu and Feick 2007
In the citing paper
“Ryu and Feick (2007) show that rewarding both parties reduces the perceived social costs of a recommendation.”
From Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services (2019) · cites this paper as Ryu and Feick (2007)
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“Various forms of referral marketing are effective strategies for growing a company’s user base for both weak and strong brands (Ryu and Feick, 2007).”
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Metadata
- Authors
- Ryu, G., & Feick, L.
- Affiliations
- Korea University (KR)
- University of Pittsburgh (US)
- Corresponding author
- Ryu, Gangseog
- Feick, Lawrence
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2007-01
- Volume
- 71
- Issue
- 1
- Pages
- 84-94
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W4253164461
- Cited by
- 257
- References
- 42
- Citations by year
- 2026: 9 · 2025: 25 · 2024: 18 · 2023: 26 · 2022: 23 · 2021: 25 · 2020: 28 · 2019: 17 · 2018: 17 · 2017: 14 · 2016: 10 · 2015: 9 · 2014: 9 · 2013: 11 · 2012: 2
- FWCI
- 7.88
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- referral reward programs, word-of-mouth recommendation, weak ties, brand strength, reward allocation, referral rewards, customer referral programs
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