Purpose: The purpose of this paper is to investigate how referral reward programs (RRPs) with scarcity messages influence consumer’ recommendation behavioral intentions about a bank credit card. Design/methodology/approach: In total, 1,599 consumers are accessed through Amazon’s Mechanical...

Purpose: The purpose of this paper is to investigate how referral reward programs (RRPs) utilizing scarcity messages influence bank credit holders’ referrals to and adoptions by close or distant friends. Design/methodology/approach: A 2×2 experiment is implemented with 760 consumers...

Purpose: The purpose of this paper is to investigate how the effects of referral rewards in referral reward programs (RRPs) are moderated through perceived social risk of a recommender. Design/methodology/approach: A total of 717 consumers are accessed through Amazon's Mechanical Turk worker...