The role of tie strength in bank credit card referral reward programs with scarcity messages
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DOI: 10.1108/ijbm-02-2019-0070
Abstract: 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… read more here.
Keywords: referral reward; bank; bank credit; scarcity ... See more keywords