Friends with benefits: social coupons as a strategy to enhance customers’ social empowerment
Sign Up to like & getrecommendations! Published in 2018 at "Journal of the Academy of Marketing Science"
DOI: 10.1007/s11747-017-0534-9
Abstract: Businesses often seek to leverage customers’ social networks to acquire new customers and stimulate word-of-mouth recommendations. While customers make brand recommendations for various reasons (e.g., incentives, reputation enhancement), they are also motivated by a desire… read more here.
Keywords: social empowerment; friends benefits; customers social; strategy ... See more keywords