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


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)

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