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Tercia, Christiana Yosevina
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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To Whom Should I Send it? Sender Perspective on Incentivized Word of Mouth Tercia, Christiana Yosevina; Teicher, Thorsten
International Research Journal of Business Studies Vol. 13 No. 2 (2020): August-November 2020
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.13.2.127-138

Abstract

This paper examines how consumers’ WOM-related activity can be steered by marketing measures. By conducting an experimental study using mobile coupons as a novel tool of word of mouth, we specifically investigate how monetary incentives foster senders’ decision in targeting particular receivers. Our results show that senders tend to share incentivized WOM with receivers deemed to be close to them when the amount of the incentive is unequal between sender and receiver, and information on the incentive is revealed to both sides. The different amount of incentive for senders and their receivers also leads senders to target receivers who are deal prone.
Co-Authors Teicher, Thorsten