Customer Referral Programs: How Demographic Similarity, Risk Profile of the Product, and Referral Channels Influence Referral Success
Using firm data, we find that the association between referral success and demographic similarity of referrer-referral dyads depends on the risk profile of the product. We also find that referrals made through personal channels (e.g., telephone)exhibit more conversions than those made through impersonal channels (e.g. the firm’s website).
Andreas Michael Musiol, Martina Steul-Fischer, and Christian Pescher (2019) ,"Customer Referral Programs: How Demographic Similarity, Risk Profile of the Product, and Referral Channels Influence Referral Success", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 778-779.
Andreas Michael Musiol, Friedrich-Alexander-University, Germany
Martina Steul-Fischer, Friedrich-Alexander-University, Germany
Christian Pescher, Friedrich-Alexander-University, Germany
NA - Advances in Consumer Research Volume 47 | 2019
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