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This study seeks to examine the effect of pricing as a marketing instrument to stimulate word‐of‐mouth (WOM) by comparing the influence of two pricing strategies (i.e. a…
This study seeks to examine the effect of pricing as a marketing instrument to stimulate word‐of‐mouth (WOM) by comparing the influence of two pricing strategies (i.e. a low‐complexity vs a network‐effects tariff) on the referral behaviour.
Using customer data from a German mobile network operator (including information on customer characteristics, referral behaviour, and service usage), the authors develop a logit model.
Surprisingly, the results indicate that it is the low‐complexity tariff that increases the likelihood of referrals and leads to an overall higher referral activity. Despite the lower referral activity, however, the network‐effects tariff generates higher revenues.
The results show that companies can use pricing schemes to influence referral behaviour and strongly indicate the need of further research on manageable tools to stimulate word‐of‐mouth marketing.
The findings show not only that pricing has an impact on customers' referral behaviour but also that it is the low‐complexity tariffs that trigger referrals. Furthermore, the results underline the importance of considering the monetary value of referrals.
In contrast with many previously conducted studies on customer referrals, the paper explicitly analyses the impact of pricing on referral behaviour and empirically shows that firms are able to actively manage WOM among customers.
The paper aims to explore five lines of enquiry and action that mainly appeal to freedom and knowledge: developing forms of activity that put an emphasis on free commitment, such as NGOs, for example; fostering the building of creative knowledge‐based societies; designing a new social contract founded on the right to lifelong learning for all; underpinning globalization by a future‐oriented ethic; combining the necessity to work with the dignity to which citizens are entitled.
Drawing conclusions from recent trends in global economy as well as writings by economists, sociologists and philosophers from different countries, the paper argues that the social role and our conceptions of work have entered a time of crisis.
Once widely acknowledged as a central social and economic fact and a driving ethical value, work seems to lose some of its importance as a human activity in a world that is more and more global and technological. But, work being instrumental in defining not only what one does but also what one is, it cannot be discarded so casually. How can work be reinvented as a value and how are organizations such as Unesco to cope with an issue that pertains to human rights?
This conceptual paper focuses on work both as an economical fact and a social value.
A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular…
A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social identity. The purpose of this paper is to investigate how this affects business communications.
The study utilized a social constructivist perspective, adopting an inductive and embedded case study strategy.
Drawing on the social identity theory, this paper examines how evolving social media platforms have impacted on brand perceptions in the fashion apparel and accessories industries. Fashion brands’ online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits.
The paper investigates a specialized marketing activity in the UK. A broader internationally based study would add strength to these findings.
The paper focuses on theoretical and managerial implications and proffers significant roles that social media and identity may play in keeping up with the design and development of marketing communications programs.
Multinational corporations have embraced internet technologies and social media in adopting platforms that their brands can use to contribute content to followers.
In total, 30 potential participants, drawn from diverse backgrounds, were contacted via social networking sites, e-mails and telephone. In total, 22 agreed to participate and their mean age was 26. An open-ended questionnaire allowed for elaboration, providing appropriate responses for a second interviewing phase. Four industry professionals were recruited through the researchers’ personal networks to participate in in-depth interviews that sought to investigate the significance of social media as a marketing tool from an industry perspective.