How to use marketing perks to get customers to talk about you

Word-of-mouth marketing efforts can either help or hinder a business depending on how they're framed and perceived by consumers, according to new research by Assistant Professor of Marketing Monika Lisjak.

Word-of-mouth marketing efforts can either help or hinder a business depending on how they're framed and perceived by consumers, according to new research by Assistant Professor of Marketing Monika Lisjak.

In this story published March 17, 2021, in online publication American Marketing Association:

Lisjak’s survey revealed that commonly used marketing perks — e.g., gifts, benefits, and rewards — can effectively foster WOM without being used as explicit incentives. Their effectiveness at boosting WOM, however, depends on how they are framed and therefore perceived by consumers: Marketing perks are more effective at fostering WOM the less they are perceived to be given out of contractual obligation.

– Monika Lisjak, assistant professor of marketing