{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,27]],"date-time":"2026-02-27T05:38:30Z","timestamp":1772170710684,"version":"3.50.1"},"reference-count":124,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2018,8,6]],"date-time":"2018-08-06T00:00:00Z","timestamp":1533513600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2018,8,6]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to research the effect of uncertain rewards on the recommendation intention in referral reward programs (RRPs) and investigate the interaction of tie strength and reward type on the recommendation intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The research adopts a quantitative exploratory approach through the use of experiments. Study 1 adopted a 2\u00d72 between-participants design ((reward type: certain reward vs uncertain reward)\u00d7(tie strength: strong tie vs weak tie)). Respectively, by manipulating uncertain probabilities and expected value, Studies 2 and 3 further explore the effect of uncertain rewards and tie strength on customers\u2019 referral intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>This paper finds the following: compared to certain rewards, customers\u2019 referral intention under uncertain rewards is higher and positive experience has a mediating effect between reward type and recommendation intention; when only the recommender is rewarded, the tie strength between the recommender and the receiver moderates the effect of reward type on the recommendation intention; for strong ties, customers\u2019 recommendation intention is higher in uncertain reward condition, but for weak ties, customers\u2019 willingness to recommend is almost the same in both reward types; when both the recommender and the receiver are rewarded, although certain rewards have a higher expected value than uncertain and random rewards, for strong ties, the participants have a higher referral intention under random rewards than that under uncertain rewards, which have a higher referral willingness than that under certain rewards. Additionally, for weak ties, the reverse is true.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The research has both theoretical implications for research on uncertain rewards and tie strength and practical implications for marketing managers designing and implementing RRPs.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-03-2017-0116","type":"journal-article","created":{"date-parts":[[2018,6,18]],"date-time":"2018-06-18T07:15:41Z","timestamp":1529306141000},"page":"1029-1054","source":"Crossref","is-referenced-by-count":18,"title":["The impact of uncertain rewards on customers\u2019 recommendation intention in social 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