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Keywords: Referral reward programs
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Journal Articles
International Journal of Bank Marketing (2020) 38 (7): 1601–1616.
Published: 07 October 2020
...Chanho Song; Tuo Wang; Hyunjung Lee; Michael Y. Hu 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...
