Words Matter! Toward a Prosocial Call-to-Action for Online Referral: Evidence from Two Field Experiments

Jung, Jaehwuen; Bapna, Ravi; Golden, Joseph M.; Sun, Tianshu

doi:10.1287/isre.2019.0873

Cited by 51 publications

(13 citation statements)

References 25 publications

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“…For online courses with a much larger learner base, social media groups may be difficult to manage; in this case, question interventions can also be implemented on learning platforms in the form of push notifications or emails (Huang et al, 2021;Leung et al, 2023). Various other online communication channels could be used to facilitate instructors in guiding learners' learning of course content (Hull et al, 2019;Jung et al, 2020). Nonetheless, it is possible that the effects of such information are weakened if it is sent as a system prompt rather than a message from the teaching team (especially the instructor) as learners can more directly perceive the involvement of the teaching team in the latter case and hence likely pay more attention to the information.…”

Section: Practical Implicationsmentioning

confidence: 99%

Engaging learners in online learning without external incentives: Evidence from a field experiment

Zhang,

Yi,

Zhang

2023

Information Systems Journal

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Online learning platforms increase opportunities for learners to participate in learning out of interest, without any external incentives such as fulfilling requirements for degree programmes or certificates. However, such forms of online learning often suffer from low sustained learning engagement. Building on theories related to normative influences, this study extends the literature by focusing on the effect of peer information on learning engagement and outcomes in an online learning setting without external incentives. A field experiment was conducted through a leading massive open online course platform in China, and information interventions were manipulated in social media groups associated with the course. Surprisingly, the results revealed that the presence of peers' active learning behaviour information did not always lead to enhanced learning engagement. Specifically, it had a positive influence only when question intervention was applied, that is, when the learners were also presented with questions related to the course content prior to learning. Moreover, question intervention alone was effective in enhancing learning engagement. Our results also showed that the learners with question interventions were more likely to pay attention to their peers' behaviour and align their learning pace with that of their peers. Implications for theory and practice are discussed.

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Section: Practical Implicationsmentioning

confidence: 99%

Engaging learners in online learning without external incentives: Evidence from a field experiment

Zhang,

Yi,

Zhang

2023

Information Systems Journal

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“…As Table 2 shows, some referral program research focuses on receivers and looks into the financial benefits from referred customers (e.g., higher profit margins, greater retention rate; Van den Bulte et al 2018). Other authors focus on givers and explore the role of reward design in reward generation (Jung et al 2020) and acceptance (Gershon, Cryder, and John 2020). For example, research shows that prosocial reward design (i.e., receivers getting all the reward) is more effective than equal-split (50–50) and egoist schemes (i.e., givers getting all the reward) to encourage customers to initiate (Jung et al 2021) and accept (Gershon, Cryder, and John 2020) a referral.…”

Section: Related Literaturementioning

confidence: 99%

“We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons

Fang¹,

Dong²,

Zhuang³

et al. 2022

Journal of Marketing

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Shared coupons, a new form of coupons, differ from coupons distributed directly from the business (i.e., direct coupons) in that shared coupons combine two influential components: economic savings (e.g., $5 off) and social sharing (e.g., from friends). Using two lab experiments and two large-scale field experiments on social media, the authors find regular shared coupons underperform direct coupons in terms of coupon redemption due to the norm conflict between economic incentives and communal relationships (i.e., friendships), while shared coupons with experience cocreation, in which coupon givers and coupon receivers must invest joint efforts to create a shared experience before redeeming the coupons, outperform direct coupons. Experience cocreation can advance social goals (e.g., building friendships), reduce the norm conflict and thereby make customers more likely to share and to redeem. The authors further investigate the effects of two strategies for driving the redemption of shared coupons with experience cocreation: changing the coupon’s face value (low vs. high) and using ex-post communication (social messages vs. economic messages). They find that social messages can make the low-value coupons as effective as the high-value coupons, thereby enabling the firm to “do more with less.”

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“…Referring to the Instagram post above, we can see that both Starbucks Indonesia and Coffee Bean Indonesia use English as a CTA (Call To Action), which is an invitation to encourage potential consumers to influence, and the final goal is to buy the product (Jung et al, 2020). Such encouragement is evident from the writing font size in English, which is more significant than other writing.…”

Section: Figure 2 Ramadhan Hampers From Starbucks Dan Coffee Bean Source; Instagram Starbucks Indonesia Dan Coffee Bean Indonesiamentioning

confidence: 99%

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

Latukolan

Marta

Engliana

2021

BIRCI

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English is an essential element in the field of marketing communication. The use of sound and correct language can provide its image for the public to view its brand’s image. The use of foreign language itself is one form of forming a brand image so that the public or potential consumers themselves can see a brand with a more positive image. This study aims to look at the purpose of implementing language choice on the Instagram page of Starbucks Indonesia and Coffee Bean Indonesia in building the brand image of these two global coffee shop brands in Ramadan month and the Eid celebration. This study employs a qualitative approach with an interpretive research paradigm. Laura Oswald’s marketing semiotics is the analytical method used in the current study. This study indicates that Starbucks Indonesia and Coffee Bean Indonesia have different target markets and distinctive brand images. Starbucks Indonesia uses simple words and sentences. Starbucks has a more personal or individual promotion; Coffee Bean Indonesia has a more dynamic approach and has word choices that are immediately related to religion and culture; the image created by Coffee Bean itself is familiar to the Indonesians and their social environment.

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Words Matter! Toward a Prosocial Call-to-Action for Online Referral: Evidence from Two Field Experiments

Cited by 51 publications

References 25 publications

Engaging learners in online learning without external incentives: Evidence from a field experiment

Engaging learners in online learning without external incentives: Evidence from a field experiment

“We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

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