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Keywords: Social relationship
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Journal Articles
Mass market advertising vs. referral rewards programs: which works better in social commerce?
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–21.
Published: 17 October 2025
... and RRP. Findings (1) The social relationship among customers has economic value. (2) Monetary rewards for referrers should be differentiated across platforms with varying social tie strength. (3) Firms need to appropriately incentivize those referrers who are worried about their perceived image...
