Zhang, Xiaojing; Zhang, Yulin - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 9, pp. 1976-2006
Purpose: This study highlights the effect of an inductee's altruism on referral reward programs (RRPs) on an online shopping guide platform to determine the optimal RRP and referral reward allocation under a Cashback and Referral RRP. Design/methodology/approach: The authors consider a...