How Marketing Perks Influence Word of Mouth

This research illustrates how marketing perks can be leveraged to spur WOM. Specifically, this research introduces a previously overlooked yet practically relevant dimension on which perks differ: “contractuality,” defined as the extent to which consumers perceive a perk to be conditional on specific behaviors and contingencies dictated by a company. Importantly, consumers can perceive the exact same perk as more versus less contractual...