International Research Journal of Business Studies (E-Journal)
Vol 13, No 2 (2020): August-November 2020

To Whom Should I Send it? Sender Perspective on Incentivized Word of Mouth

Christiana Yosevina Tercia (Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Kec. Pagedangan, Tangerang, Banten 15339)
Thorsten Teichert (University of Hamburg, Mittelweg 177, 20148 Hamburg)



Article Info

Publish Date
23 Dec 2020

Abstract

This paper examines how consumers’ WOM-related activity can be steered by marketing measures. By conducting an experimental study using mobile coupons as a novel tool of word of mouth, we specifically investigate how monetary incentives foster senders’ decision in targeting particular receivers. Our results show that senders tend to share incentivized WOM with receivers deemed to be close to them when the amount of the incentive is unequal between sender and receiver, and information on the incentive is revealed to both sides. The different amount of incentive for senders and their receivers also leads senders to target receivers who are deal prone.Keywords: word of mouth, consumer incentives, tie strength, mobile couponing* Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Kec. Pagedangan, Tangerang, Banten 15339** University of Hamburg, Mittelweg 177, 20148 Hamburg, Germany  https://doi.org/10.21632/irjbs.13.2.127-138

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Journal Info

Abbrev

jurnalirjbs

Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

International Research Journal of Business Studies (IRJBS), with registered number ISSN 2089-6271 (Print) and ISSN 2338-4565 (Online), is an open access and peer-reviewed scientific journal published by Prasetiya Mulya Publishing, Universitas Prasetiya Mulya. IRJBS published three times a year ...