Creating Social Contagion t hrough Firm-Mediated Message Design : Evidence from a Randomized Field Experiment

Abstract

We study whether and how a firm can enhance social contagion by simply varying the message shared by customers with their friends. We focus on two key components of information contained in the messages – information about sender’s purchase status prior to referral, and information about the existence of referral rewards – and their impacts on the recipient… (More)

4 Figures and Tables

Topics

  • Presentations referencing similar topics