Ahrens, Jan; Coyle, James R.; Strahilevitz, Michal Ann - In: European Journal of Marketing 47 (2013) 7, pp. 1034-1051
Purpose – The purpose of this work is to test several incentive strategies for attaining new customers via electronic referrals, or e‐referrals. The paper aims to examine: the roles of both the magnitude of the incentive offered to the sender and the magnitude of the incentive offered to the...