Despite the growing popularity of online referral programs, little is known about the theoretical foundations that drive the key actions associated with successful referrals. In this paper, we study which type of referral reward structure is most effective in maximizing word-of-mouth by...

We investigate the impact of collaborative filtering recommender algorithms (e.g., Amazon’s “Customers who bought this item also bought”) commonly used in e-commerce on sales diversity. We use data from a randomized field experiment run on the website of a top retailer in North America...