Words matter! : toward a prosocial call-to-action for online referral : evidence from two field experiments
Year of publication: |
2020
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Authors: | Jung, Jaehwuen ; Bapna, Ravi ; Golden, Joseph M. ; Sun, Tianshu |
Published in: |
Information systems research : ISR. - Catonsville, MD : INFORMS, ISSN 1047-7047, ZDB-ID 1081934-4. - Vol. 31.2020, 1, p. 16-36
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Subject: | online referrals | intrinsically prosocial framing | randomized field experiment | call-to-action | Feldforschung | Field research | Experiment | Online-Handel | Online retailing | Soziales Verhalten | Social behaviour | Virales Marketing | Viral marketing | Soziale Beziehungen | Social relations |
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