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Research Summary and Ethical Considerations Research Summary and Ethical Consideration In the quest to inspire consumers to talk, some marketers offer rewards (i.e., discounts or gift. INTRODUCTION Given the commercially and academically documented impact of social networks in the marketplace, many marketers seek to harness the power of consumer referrals or word of mouth (WOM), whether it be online through social media (Kaiser, Kröckel, and Bodendorf, 2013) or offline. Opinion leaders may have developed a reputation of intrinsically motivated referrals across their social networks, shielding them from potential loss of social capital associated with extrinsic rewards. In this paper, the authors highlight the significance of reputational concerns and referral motivations in this context. Notably, the effect of an extrinsic reward was significantly stronger among opinion leaders. The empirical results indicated “money talks”-that is, online referral rates were higher when extrinsic rewards were conferred. This study investigated the effectiveness of intrinsic versus extrinsic motivations for consumers’ online social-network referrals, specifically across “opinion leaders” and “non–opinion leaders.” The authors utilized a unique dataset that matched a survey with an online field experiment. WOJNICKI Independent marketing consultant MENGZE SHI Rotman School of Management, University of Toronto ANDREA C.
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What Motivates Opinion Leaders To Make Social-Network Referrals? Money Talks … to Online Opinion Leaders: What Motivates Opinion Leaders to Make Social-Network Referrals? We simply enjoy an activity or see it as an opportunity to explore, learn actualize our potentials.” (Coon. “Intrinsic motivation occurs when we act without any obvious external rewards. Intrinsic and Extrinsic motivations are the exactly the opposite of each other. This theory brings us to studies that happened in 1970’s which are the intrinsic and extrinsic motives. Ryan which called the Self-determination theory focus to the choices that people make without any external influence and interference and the individual’s behavior whether is self-determined and self-motivated or happens with an external influence.
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Researches show that every human being has a different form and satisfaction level of motivation. There have been a lot of academic journals and researches about the effects and forms of motivation. Motivation is the first thing that comes to mind for the initiator role. There need to be an initiator for incident to occur. For instance, World War 1, World War 2, exploring new continent such as America, foundation of new companies, people’s life and etc. From past to nowadays, motivation is a significant initiator in many incident. Another explanation to motivation is that the psychological process that arouse and direct goal-directed behavior. Motivation is a conceptual theory which used to explain and understand the reasons of individuals’ behaviors, actions and desires. Is Intrinsic or Extrinsic Motivation Better? A married man may love to play video games, either alone or with the children, and find it very easy to ignore a request to take the trash out or do a load of laundry. Most often, regardless of any potential reward, the best possible effort is put into doing these activities. In fact, it is usually very easy to find reasons to postpone other activities, like yard work, cleaning, or bills. Procrastination when doing one of these activities is usually not an issue. Think of the some of the best things in life – anything from computer games, football, coaching a child’s sports team, playing the drums … any activity that brings great joy or pleasure. In order to avoid a life of mediocrity, people need to keep their motivators in check so that they can persevere long enough to meet their needs. Intrinsic and extrinsic motivation work best when combined together to influence behavior in ways that move toward satisfying needs while also providing an incentive. Intrinsic motivation can be diminished when an extrinsic motivator is taken away or perceived to be unworthy, which will further undermine or weaken the desire to perform (Schop, 2009). Both motivational techniques can have positive and negative effects on each other. While intrinsic motivation can make some people happy simply through the act of doing the task and enjoying it (Grabmeier, 2005), extrinsic motivation lures people in to do great things in order to obtain a reward or a specific outcome. This is also true with regard to how people are motivated. What works for one person does not always work as well for another. Extrinsic: Which Motivation is Betterĭifferent strokes for different folks.