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Publicação
Growth hacking e consumidores oportunistas: O impacto de rewards em programas de marketing referral
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Orientador(es)
Resumo(s)
Os programas de marketing referral têm vindo a tornar-se numa ferramenta popular entre as empresas. Os seus benefícios são um tema polémico na literatura, uma vez que são programas propensos a atraírem utilizadores com um comportamento de compra oportunista. Como resultado disso, a entrega de recompensas despoleta uma corrida ao reward por parte de utilizadores com perfil oportunista. No presente estudo, propomos um modelo matemático baseado em agentes e suportado por 20.000 simulações, capaz de estudar o impacto desta população na disseminação do programa e na sua lucratividade. Mostrámos que os agentes interessados numa recolha oportunista do reward são responsáveis pelo sucesso do programa e pela sua disseminação. Este efeito ganha dimensão quando a disparidade monetária entre o custo do serviço e o valor do reward é maior. Por fim, concluímos que o aumento do número de convites, que os oportunistas realizam, despoleta uma intensificação dos resultados supra indicados.
Referral marketing programs have become a popular tool among businesses. Its benefits are a controversial topic in the literature, as they are programs likely to attract users with opportunistic buying behavior. As a result, reward distribution triggers a rush for rewards by users who have this opportunistic behavior. In the present study, we propose a mathematical model based on agents and supported by 20.000 simulations, capable of studying the impact of this population on the dissemination of the program and its profitability. We have shown that agents interested in an opportunistic reward collection are responsible for the success of the program and its dissemination. This effect gains dimension when the monetary disparity between the cost of the service and the reward value is greater. Finally, we conclude that the increase in the number of invitations that opportunists make triggers the intensification of the above results.
Referral marketing programs have become a popular tool among businesses. Its benefits are a controversial topic in the literature, as they are programs likely to attract users with opportunistic buying behavior. As a result, reward distribution triggers a rush for rewards by users who have this opportunistic behavior. In the present study, we propose a mathematical model based on agents and supported by 20.000 simulations, capable of studying the impact of this population on the dissemination of the program and its profitability. We have shown that agents interested in an opportunistic reward collection are responsible for the success of the program and its dissemination. This effect gains dimension when the monetary disparity between the cost of the service and the reward value is greater. Finally, we conclude that the increase in the number of invitations that opportunists make triggers the intensification of the above results.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Consumidores oportunistas WOM referral Programas de Marketing referral Programas de recompensa Difusão em rede Growth hacking Opportunistic consumers Marketing referral programs Network diffusion