Loading...
Please wait, while we are loading the content...
Similar Documents
Are All Referrals Created Equal? the Impact of Social Connections on Consumer Discounts
| Content Provider | Semantic Scholar |
|---|---|
| Author | Johnson, Bryan R. Ross, William T. |
| Copyright Year | 2009 |
| Abstract | In this paper, we examine the economic impact of different types of referrals consumers use to connect to firms as they make purchases. As part of a continuing case study, we test initial data from a small automotive business to demonstrate the differential impact of social relationships on consumer discounts. We draw upon social capital theory to guide our research and to illustrate the extensive influence of social relationships in consumer settings. Our research extends social capital theory’s fundamental notion by assigning a precise dollar value to the various types of referral relationships used by consumers to make purchases. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.acrwebsite.org/volumes/v36/NAACR_v36_13.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
