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Referral Reward Program via Simple Posting on Social Media: Conflicting Impact on Communicators and Viewers : 소셜 미디어상의 간단한 포스팅을 통한 고객추천 보상프로그램이 커뮤니케이터와 뷰어에 미치는 상반된 영향
DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | 이유재 | - |
dc.contributor.author | 전승운 | - |
dc.date.accessioned | 2017-07-14T05:20:55Z | - |
dc.date.available | 2017-07-14T05:20:55Z | - |
dc.date.issued | 2017-02 | - |
dc.identifier.other | 000000140720 | - |
dc.identifier.uri | https://hdl.handle.net/10371/124700 | - |
dc.description | 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2017. 2. 이유재. | - |
dc.description.abstract | Independent restaurants practice a referral reward program whereby they offer a reward to customers for making a positive referral. A prevalent form of this program is providing consumers with material or psychological reward for simple posting on social media (e.g., taking a picture and adding a simple hashtag). However, little research has yet addressed the effectiveness of this referral reward program in driving existing consumers (i.e., communicators) to attract new consumers (i.e., viewers). Results reveal that consumers are more willing to engage in posting in the following order: material reward, psychological reward, and absent. Posting intention is higher (vs. lower) when communicators are aware (vs. unaware) of similar referral reward programs in advance. However, rewarded posts are inferior to voluntary posts regarding quality of pictures, reviews, and hashtags. Viewers, therefore, perceive lower (vs. higher) level of message credibility from rewarded (vs. voluntary) post, and are less (vs. more) likely to visit a referred restaurant. Such conflicting impact on communicators and viewers provides conceptual contributions to the literature on referral reward program, informational influence, and message credibility. This research also raises the alarm for managers considering to implement a similar referral reward program. | - |
dc.description.tableofcontents | INTRODUCTION 1
THEORETICAL BACKGROUND 2 Posting Rewards and Communicators Posting Intention 2 Moderating Role of Communicators Prior Awareness 3 Posting Rewards and Viewers Perception of Message Credibility 4 Perceived Message Credibility and Viewers Visit Intention 5 STUDY 1 6 Method 6 Results 8 Discussion 10 STUDY 2 11 Research Methodology 12 Research Outcome and Discussion 12 STUDY 3 14 Method 15 Results 17 Discussion 18 GENERAL DISCUSSION 18 Implications 19 Limitations 20 REFERENCES 22 APPENDIX 25 ABSTRACT (KOREAN) 27 | - |
dc.format | application/pdf | - |
dc.format.extent | 1083039 bytes | - |
dc.format.medium | application/pdf | - |
dc.language.iso | en | - |
dc.publisher | 서울대학교 대학원 | - |
dc.subject | Referral reward program | - |
dc.subject | Informational influence | - |
dc.subject | Message credibility | - |
dc.subject | Social media | - |
dc.subject.ddc | 658 | - |
dc.title | Referral Reward Program via Simple Posting on Social Media: Conflicting Impact on Communicators and Viewers | - |
dc.title.alternative | 소셜 미디어상의 간단한 포스팅을 통한 고객추천 보상프로그램이 커뮤니케이터와 뷰어에 미치는 상반된 영향 | - |
dc.type | Thesis | - |
dc.contributor.AlternativeAuthor | Jeon, Seongun | - |
dc.description.degree | Master | - |
dc.citation.pages | 28 | - |
dc.contributor.affiliation | 경영대학 경영학과 | - |
dc.date.awarded | 2017-02 | - |
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