Does the Source Matter? How Referral Channels and Personal Communication Tools Affect Consumers’ Referral Propensity

Köster, A; Matt, C; Hess, T (2017). Does the Source Matter? How Referral Channels and Personal Communication Tools Affect Consumers’ Referral Propensity. In: Proceedings of the 50th Hawaii International Conference on System Sciences. Waikoloa, Hawaii, USA. 04.01.-07.01.2017. 10.24251/HICSS.2017.473

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Many companies are using social sharing buttons to make it easier for consumers to refer a website or app to other potential consumers. Although these buttons are ubiquitous online, it remains unclear whether consumer referral propensity (i.e. the likelihood of consumers referring other consumers) varies across the channels through which consumers arrive at the website. In particular, we test whether referral propensity is higher for consumers themselves acquired through social referrals and compare them with consumers accessing the website through other commonly used channels, such as search engines and online advertisements. In addition, we examine whether the communication tool (i.e. social networking websites or instant messaging clients) through which the referral is transmitted affects consumers’ referral decisions. Our results indicate that consumers acquired through social referrals are more likely to make a referral and that the communication tools do not differ in their influence on consumers’ referral propensity.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Matt, Christian

Subjects:

000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics

ISBN:

978-0-9981331-0-2

Projects:

[852] Digitale Empfehlungen Official URL

Language:

English

Submitter:

Patrick Cédric Munz

Date Deposited:

17 Oct 2017 16:59

Last Modified:

18 Oct 2018 15:43

Publisher DOI:

10.24251/HICSS.2017.473

BORIS DOI:

10.7892/boris.105389

URI:

https://boris.unibe.ch/id/eprint/105389

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