Not just for the recommender: How eWOM incentives influence the recommendation audience

Due to the high persuasiveness and broad accessibility of online reviews, companies have become interested in proactively managing this form of customer-to-customer communication. To date, marketers have commonly used monetary incentives to increase recommendation likelihood, thereby providing extrinsic motivation. However, in terms of the perspective of the review reader who is aware of the monetary reward, this incentive form also includes...