Tuk, Tuk, M.A.; Verlegh, Verlegh, P.W.J.; Smidts, Smidts, A. - Erasmus Research Institute of Management (ERIM), … - 2008
In the current research, we study relationship norms in a word-of-mouth marketing context. The presence of a financial incentive for a recommendation implies that the word-of-mouth behavior may be driven by ulterior motives. This setting triggers both friendship (Equality Matching; EM) and sales...