Exploring the Influence of Metaperception on Referral Reward Programs Using Social Network Graphs

從社群網絡圖譜探討後設知覺對推薦獎勵計畫之影響

10.6656/MR.202210_41(4).ENG107

方正璽(Cheng-Hsi Fang)；蘇子瑜(Tzu-Yu Su)；林孟彥(Tom M. Y. Lin)

Referral reward programs (RRPs) ； Interest graph ； Social graph ； Metaperception ； Identity-signaling product ； 推薦獎勵計畫 ； 興趣圖譜 ； 社交圖譜 ； 後設知覺 ； 自我認同產品

管理評論

41卷4期（2022 / 10 / 01）

107 - 126

英文

Purpose - This research illustrates how two social media constructing methods (an interest graph versus a social graph) may affect consumers' metaperception and their willingness to participate referral reward programs (RRPs). Design/methodology/approach - Three independent experiments are conducted to test our hypotheses. Findings - The influence of social network graphs on consumers' willingness to participate RRPs is mediated by consumers' metaperceptions. Individuals in interest graph communities have lower metaperceptions and higher recommendation intentions, but the effect of meatperceptions on recommendation intentions is moderated by identity-signaling product. Research limitations/implications - There are many and varied types of social media, and this study was unable to explore all possibilities. Practical implications/Social implications - Marketers should pay more attention on the benefits of RRPs in interest graph communities. For social graph communities, identity-signaling products to increase the willingness to participate in RRPs. Originality/value - This study examines the nature of social connection patterns in terms of its effect of referral reward programs and illustrates the mode moderating effect of identity-signaling product on consumers' metaperception.

研究目的：比較社群圖譜與興趣圖譜兩種不同社群媒體建構邏輯如何影響消費者參與推薦獎勵計畫的意願。研究方法／方法：利用三個獨立的實驗來驗證假說。研究結果：社群網絡圖譜對消費者推薦意願的影響，是經由消費者的後設知覺所中介。興趣圖譜的社群成員有較低的後設知覺與較高之推薦意願，但後設知覺對推薦意願的影響會受到自我認同產品的調節。研究限制／啟發：社群媒體的類型多且差異大，本研究未能探究所有社群可能性。理論／實務／社會意涵：廠商應增加在興趣圖譜社群中推動推薦獎勵方案。針對社交圖譜社群，則可透過自我認同品的操弄來增加參與意願。創見／價值：本研究從社群連結的本質來探討其對推薦獎勵方案之影響，並說明自我認同產品對後設知覺的調節效果。

1. Aggarwal, Pankaj(2004).The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior.Journal of Consumer Research,31(1),87-101.
2. Ang, Dionysius,Gerrath, Maximilian H. E. E.,Liu, Yeyi(2021).How Scarcity and Thinking Styles Boost Referral Effectiveness.Psychology & Marketing,38(11),1928-1941.
3. Arndt, Johan(1967).Word of Mouth Advertising: A Review of the Literature.New York:Advertising Research Federation.
4. Berger, Jonah(2014).Word of Mouth and Interpersonal Communication: A Review and Directions for Future Research.Journal of Consumer Psychology,24(4),586-607.
5. Cheung, Christy M. K.,Chiu, Pui-Yee,Lee, Matthew K. O.(2011).Online Social Networks: Why Do Students Use Facebook?.Computers in Human Behavior,27(4),1337-1343.
6. Chevalier, Judith A.,Mayzlin, Dina(2006).The Effect of Word of Mouth on Sales: Online Book Reviews.Journal of Marketing Research,43(3),345-354.
7. Chung, Cindy,Darke, Peter(2006).The Consumer as Advocate: Self-Relevance, Culture, and Word-of-Mouth.Marketing Letters,17(4),269-279.
8. Church, E. Mitchell,Iyer, Lakshmi S.,Zhao, Xia(2015).Using Interest Graphs to Predict Rich-Media Diffusion in Content-Based Online Social Networks.Information Systems Management,32(3),210-219.
9. Colleoni, Elanor,Rozza, Alessandro,Arvidsson, Adam(2014).Echo Chamber or Public Sphere? Predicting Political Orientation and Measuring Political Homophily in Twitter Using Big Data.Journal of Communication,64(2),317-332.
10. De Angelis, Matteo,Bonezzi, Andrea,Peluso, Alessandro M.,Rucker, Derek D.,Costabile, Michele(2012).On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission.Journal of Marketing Research,49(4),551-563.
11. Dose, David B.,Walsh, Gianfranco,Beatty, Sharon E.,Elsner, Ralf(2019).Unintended Reward Costs: The Effectiveness of Customer Referral Reward Programs for Innovative Products and Services.Journal of the Academy of Marketing Science,47(3),438-459.
12. Eisingerich, Andreas B.,Auh, Seihyoung,Merlo, Omar(2014).Acta Non Verba? The Role of Customer Participation and Word of Mouth in the Relationship Between Service Firms’ Customer Satisfaction and Sales Performance.Journal of Service Research,17(1),40-53.
13. Escalas, Jennifer(2013).Self-Identity and Consumer Behavior.Journal of Consumer Research,39(5),xv-xviii.
14. Escalas, Jennifer(2004).Narrative Processing: Building Consumer Connections to Brands.Journal of Consumer Psychology,14(1-2),168-180.
15. Gao, Mei,Zhao, Meng,Qin, Jinlei(2020).Marketing Strategy Selection of Referral Reward under Social Network: RRWS, RRMS, or Dual Strategy?.International Transactions in Operational Research,29(3),1970-2001.
16. Garnefeld, Ina,Eggert, Andreas,Helm, Sabrina V.,Tax, Stephen S.(2013).Growing Existing Customers’ Revenue Streams Through Customer Referral Programs.Journal of Marketing,77(4),17-32.
17. Gatignon, Hubert,Robertson, Thomas S.(1986).An Exchange Theory Model of Interpersonal Communication.Advances in Consumer Research,13(1),534-538.
18. Gershon, Rachel,Cryder, Cynthia,John, Leslie K.(2020).Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs.Journal of Marketing Research,57(1),156-172.
19. Giles, Howard,Taylor, Donald M.,Bourhis, Richard(1973).Towards a Theory of Interpersonal Accommodation through Language: Some Canadian Data.Language in Society,2(2),177-192.
20. Gil-Lopez, Teresa,Shen, Cuihua,Benefield, Grace A.,Palomares, Nicholas A.,Kosinski, Michal,Stillwell, David(2018).One Size Fits All: Context Collapse, Self-Presentation Strategies and Language Styles on Facebook.Journal of Computer-Mediated Communication,23(3),127-145.
21. Godes, David,Mayzlin, Dina(2009).Firm-Created Word-of-Mouth Communication: Evidence from a Field Test.Marketing Science,28(4),721-739.
22. Gruen, Thomas W.,Osmonbekov, Talai,Czaplewski, Andrew J.(2006).eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty.Journal of Business Research,59(4),449-456.
23. Gruen, Thomas W.,Summers, John O.,Acito, Frank(2000).Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations.Journal of Marketing,64(3),34-49.
24. Gustafsson, Anders,Johnson, Michael D.,Roos, Inger(2005).The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention.Journal of Marketing,69(4),210-218.
25. Hargie, Owen,Morrow, Norman(1986).A Survey of Interpersonal Skills Teaching in Pharmacy Schools in the United Kingdom and Ireland.American Journal of Pharmaceutical Education,50(2),172-175.
26. Hayes, Andrew F.(2018).Introduction to Mediation, Moderation, and Conditional Process Analysis: A RegressionBased Approach.New York:Guilford Press.
27. He, Yi,You, Ya,Chen, Qimei(2020).Our Conditional Love for The Underdog: The Effect of Brand Positioning and the Lay Theory of Achievement on WOM.Journal of Business Research,118,210-222.
28. Hollenbeck, Candice R.,Kaikati, Andrew M.(2012).Consumers’ Use of Brands to Reflect Their Actual and Ideal Selves on Facebook.International Journal of Research in Marketing,29(4),395-405.
29. Jin, Liyin,Huang, Yunhui(2014).When Giving Money Does Not Work: The Differential Effects of Monetary Versus In-Kind Rewards in Referral Reward Programs.International Journal of Research in Marketing,31(1),107-116.
30. Jung, Jaehwuen,Bapna, Ravi,Golden, Joseph M.,Sun, Tianshu(2020).Words Matter! Toward a Prosocial Call-to-Action for Online Referral: Evidence from Two Field Experiments.Information Systems Research,31(1),16-36.
31. Jung, Jaehwuen,Bapna, Ravi,Gupta, Alok,Sen, Soumya(2021).Impact of Incentive Mechanism in Online Referral Programs: Evidence from Randomized Field Experiments.Journal of Management Information Systems,38(1),59-81.
32. Kang, Jin,Wei, Lewen(2020).Let Me Be at My Funniest: Instagram Users’ Motivations for Using Finsta (a.k.a., Fake Instagram).The Social Science Journal,57(1),58-71.
33. Kettle, Keri L.,Häubl, Gerald(2011).The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity.Journal of Consumer Research,38(3),474-489.
34. Kozinets, Robert V,de Valck, Kristine,Wojnicki, Andrea C.,Wilner, Sarah J. S.(2010).Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities.Journal of Marketing,74(2),71-89.
35. Kuang, Di,Ma, Baolong,Wang, Hong(2022).The Relative Impact of Advertising and Referral Reward Programs on The Post-consumption Evaluations in the Context of Service Failure.Journal of Retailing and Consumer Services,65
36. Lehtinen, Ilari(2013).Department of Information and Service Economy, Aalto University.
37. Luarn, Pin,Chiu, Yu-Ping(2015).Key Variables to Predict Tie Strength on Social Network Sites.Internet Research,25(2),218-238.
38. Maimaran, Michal,Simonson, Itamar(2011).Multiple Routes to Self- Versus Other-Expression in Consumer Choice.Journal of Marketing Research,48(4),755-766.
39. Majeed, Abdul,Rauf, Ibtisam(2020).Graph Theory: A Comprehensive Survey about Graph Theory Applications in Computer Science and Social Networks.Inventions,5(1),1-10.
40. Matic, Igor(2011).The Social Construction of Mediated Experience and Self Identity in Social Networking.International Journal of Interdisciplinary Social Sciences,5(11),13-21.
41. Min, Jinyoung,Yoo, Youngjin,Hah, Hyeyoung,Lee, Heeseok(2020).Social Network Technology (SNT) as a Tool and a Social Actor: from Self-verification to SNT Use.Internet Research,30(5),1329-1351.
42. Mowen, John C.,Park, Sojin,Zablah, Alex(2007).Toward a Theory of Motivation and Personality with Application to Word-of-Mouth Communications.Journal of Business Research,60(6),590-596.
43. Orsingher, Chiara,Wirtz, Jochen(2018).Psychological Drivers of Referral Reward Program Effectiveness.Journal of Services Marketing,32(3),256-268.
44. Oxford (n.d.). Oxford Advanced Learner’s Dictionary. (accessed June 02, 2022), [available at https://www.oxfordlearnersdictionaries.com/definition/english/social-media].
45. Reichheld, Frederick F(2003).The One Number You Need to Grow.Harvard Business Review,81(12),46-54.
46. Ryu, Gangseog,Feick, Lawrence(2007).A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood.Journal of Marketing,71(1),84-94.
47. Schlenker, Barry R.(1980).Impression Management: The Self-Concept, Social Identity, and Interpersonal Relations.Monterey, CA:Brooks/Cole.
48. Shin, Ho Kyoung,Kim, Kyung Kyu(2010).Examining Identity and Organizational Citizenship Behaviour in Computer-Mediated Communication.Journal of Information Science,36(1),114-126.
49. Taplin, Jonathan(2017).Move Fast and Break Things: How Facebook, Google, and Amazon Cornered Culture and Undermined Democracy.New York:Little, Brown and Company.
50. Toledano, Eyal (2016), “How Tesla’s Magnetic Referral Program Delivered Over 40X ROI in Q4 2015,” (accessed April 03, 2022), [available at https://www.business2community.com/loyalty-marketing/teslas-magnetic-referral-program-delivered-40x-roi-q4-2015-01450250#BLybFfug4kCUkp0K.97].
51. Tracy, Karen(ed.)(2015).The International Encyclopedia of Language and Social Interaction.Chichester, England:Wiley Blackwell.
52. Van Doorn, Jenny,Lemon, Katherine N.,Mittal, Vikas,Nass, Stephan,Pick, Doreén,Pirner, Peter,Verhoef, Peter C.(2010).Customer Engagement Behavior: Theoretical Foundations and Research Directions.Jounral of Service Research,13(3),253-266.
53. Villanueva, Julian,Yoo, Shijin,Hanssens, Dominique M.(2008).The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth.Journal of Marketing Research,45(1),48-59.
54. Wang, Li,Wu, Huaqing,Wang, Wei,Chen, Kwang-Cheng(2015).Socially Enabled Wireless Networks: Resource Allocation via Bipartite Graph Matching.IEEE Communications Magazine,53(10),128-135.
55. Wang, Lili,Chen, Zoey(2022).The Effect of Incentive Structure on Referral: The Determining Role of Self-construal.Journal of the Academy of Marketing Science
56. Wei, Eugene (2020), “TikTok and the Sorting Hat,” (accessed August 03, 2021), [available at https://www.eugenewei.com/blog/2020/8/3/tiktok-and-the-sorting-hat].
57. Wirtz, Jochen,Chew, Patricia(2002).The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behaviour.International Journal of Service Industry Management,13(2),141-162.
58. Wirtz, Jochen,Jochen, Chiara Orsingher,Cho, Hichang(2019).Engaging Customers through Online and Offline Referral Reward Programs.European Journal of Marketing,53(9),1962-1987.
59. Wirtz, Jochen,Jochen, Chiara Orsingher,Tang, Chris,Georgi, Dominik(2019).Successful Referral Behavior in Referral Reward Programs.Journal of Service Management,30(1),48-74.
60. Wirtz, Jochen,Orsingher, Chiara,Chew, Patricia,Tambyah, Siok Kuan(2013).The Role of Metaperception on the Effectiveness of Referral Reward Programs.Journal of Service Research,16(1),82-98.
61. Wolters, Heike M.,Schulze, Christian,Gedenk, Karen(2020).Referral Reward Size and New Customer Profitability.Marketing Science,39(6),1166-1180.
62. Xiao, Ping,Tang, Christopher S.,Wirtz, Jochen(2011).Optimizing Referral Reward Programs under Impression Management Considerations.European Journal of Operational Research,215(3),730-739.
63. Xu, Peng,Xia, Ke-jian(2013).Modeling Interest Graph of Social Networks with User-Generated Tags.2013 IEEE 4th International Conference on Software Engineering and Service Science,Beijng, China:
64. Yoo, Chul Woo,Sanders, Lawrence G.,Moon, Junghoon(2013).Exploring the Effect of e-WOM Participation on e-Loyalty in e-Commerce.Decision Support Systems,55(3),669-678.
65. Yu, Shanshan,Chen, Donglin,Li, Bing,Ma, Yufeng(2014).A Personalized Recommendation Algorithm Based on Interest Graph.2014 2nd International Conference on Systems and Informatics (ICSAI 2014),Shanghai, China:
66. Yuan, Bing,Peluso, Alessandro M.(2021).The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat.Sustainability,13(2),645.
67. Zhu, Zhiguo,Zhou, Yuhe,Deng, Xiaoyi,Wang, Xuhui(2019).A Graph-Oriented Model for Hierarchical User Interest in Precision Social Marketing.Electronic Commerce Research and Applications,35