廣告是社群媒體最重要的商業模式，好的內容已經無法保證能有效觸及目標顧客，廣告推播與推薦獎勵變成企業慣常使用的手法。本研究討論企業如何透過推薦獎勵計畫鼓勵客戶將產品與服務推薦給親友，有效吸引新客戶。過去研究發現推薦者如何猜想別人對自己的推薦行為，會嚴重影響其推薦意願。本研究延續 Wirtz et.al (2019) 的研究，探討不同社群建構的方式（即社群圖譜），推薦者的後設知覺對於推薦意願有何影響。研究一比較匿名的興趣社團與實名制的社群媒體是否有不同的後設知覺，研究二則鎖定實名制社團，比較受測者在臉書中的興趣社群與個人動態兩種不同場域中推薦，其感受到的後設知覺差異是否會影響推薦者的推薦意願。最後，研究三則進一步探討不同社群圖譜中，推薦者對於產品的自我認同，是否會干擾後設知覺與推薦意願之間的關係。
研究一與研究二皆證實，在興趣圖譜中，因為推薦者與其他社團成員有共同的興趣，此時若企業提升獎勵誘因就可以顯著提升用戶的推薦意願。然而在社交圖譜中，因為成員多為真實生活上的親朋好友，此時提供獎勵，會引發推薦者比較大的後設知覺認知，因而產生對印象管理的擔憂，並進一步降低推薦意願。
研究三探討產品類型的干擾效果，過去許多研究認為當產品屬於低自我認同產品（如日常用品）時，就要降低推薦者的後設知覺。然而本研究發現可以透過行銷的方式，改變產品在推薦者心目中的形象，當產品的正面形象與推薦者產生連結時，後設知覺反而可以提升推薦意願。

Advertising is the most important business model of social media. Good content can no longer guarantee that it can effectively reach target customers. Advertising push and referral reward have become the usual tactics used by enterprises. This thesis discusses how companies can encourage customers to recommend products and services to relatives and friends through referral reward programs, to effectively attract new customers. Previous studies have found that how recommenders guess other people’s recommendations for themselves will seriously affect referral likelihood. This thesis continues the study of Wirtz et.al (2019), explores the influence of metaperception on referral likelihood in the different social graphs. Study 1 compares whether anonymous interest groups and real-name social media have different metaperceptions, and study 2 focuses on real-name social media and compares the influence of metaperception on referral likelihood in interest groups and personal dynamics in Facebook. Study 3 further explores whether recommenders’ self-identity in different social graphs affects the relationship between metaperception and referral likelihood.
The results of study 1 and study 2 found that in the interest graph, the recommender has common interests with other community members. As a result, if the company increases incentives, it can significantly enhance the recommender's referral likelihood. On the other hand, in the social graph, the members are mostly relatives and friends, if the company offers rewards, the recommender would concern about impression management, thereby reducing the referral likelihood.
Study 3 explores the moderating effect of product types. Many previous studies believed that when the product is non-identity-signaling (such as daily necessities), it is necessary to reduce the metaperception of the recommender. However, this study found that the image of the product in the recommender's mind can be changed through marketing. When the positive image of the product is connected with the recommender, metaperception can increase referral likelihood.

Aggarwal, Pankaj (2004), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior,” Journal of Consumer Research, 31 (1), 87-101.
Arndt, Johan (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4 (3), 291-295.
Berger, Jonah and Chip Heath (2007), “Where Consumers Diverge from Others: Identity Signaling and Product Domains,” Journal of Consumer Research, 34 (2), 121-134.
Brodie, Roderick J, Ana Ilic, Biljana Juric and Linda (2014), “Online Discussion Forum: A Tool for Effective Student-Teacher Interaction international,” Journal of Applied Science Research and Review, 1 (3), 111-116.
Chen, Zoey and Nicholas H. Lurie (2013), “Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth,” Journal of Marketing Research, 50 (4), 463-476.
Cheung, Christy MK, Pui-Yee Chiu and Matthew KO Lee (2011), “Online Social Networks: Why Do Students Use Facebook,” Computers in Human Behavior, 27(4), 1337-1343.
Chevalier, Judith A. and Dina Mayzlin (2006), “The Effect of Word of Mouth on Sales: Online Book Reviews,” Journal of Marketing Research, 43 (3), 345-354.
Confente, Ilenia, Daniele Scarpi and Ivan Russo (2020), “Marketing a New Generation of Bio-Plastics Products for a Circular Economy: the Role of Green Self-Identity, Self-Congruity, and Perceived Value,” Journal of Business Research, 112, 431-439.
De Angelis, Matteo, Andrea Bonezzi, Alessandro M Peluso, Derek D Rucker and Michele (2012), “On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission,” Journal of Marketing Research, 49 (4), 551-563.
Dose, David B., Gianfranco Walsh, Sharon E. Beatty and Ralf Elsner (2019), “Unintended Reward Costs: The Effectiveness of Customer Referral Reward Programs for Innovative Products and Services,” Journal of the Academy of Marketing Science, 47 (3), 438-459.
Eisingerich, Andreas B., Seigyoung Auh and Omar Merlo (2014), “Acta non verba? The Role of Customer Participation and Word of Mouth in the Relationship Between Service Firms’ Customer Satisfaction and Sales Performance,” Journal of Service Research, 17 (1), 40-53.
Escalas, Jennifer Edson (2004), “Narrative Processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology, 14 (1-2), 168-180.
Flavell, John H (1981), “11 Monitoring Social Cognitive Enterprises: Something Else that May Develop In,” Social Cognitive Development: Frontiers and Possible Futures, 1, 272.
Garnefeld, Ina, Andreas Eggert, Sabrina V Helm and Stephen S (2013), “Growing Existing Customers' Revenue Streams Through Customer Referral Programs,” Journal of Marketing, 77 (4), 17-32.
Geng, Wei (2020), “Designing a Referral Reward Program in Freemium: The Role of Network Externalities,” Operations Research Letters, 48 (4), 500-504.
Gershon, Rachel, Cynthia Cryder, and John Leslie K (2020), “Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs,” Journal of Marketing Research, 57 (1), 156-172.
Gruen, Thomas W., John O. Summers and Frank Acito (2000), “Relationship Marketing Activities, Commitment and Membership Behaviors in Professional Association,” Journal of Marketing, 64 (3), 34-49.
Gruen, Thomas W., Talai Osmonbekov and Andrew J. Czaplewski (2006), “EWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty,” Journal of Business Research, 59 (4), 449-456.
Gundlach, Gregory T., Ravi S. Achrol and John T. Mentzer (1995), “The Structure of Commitment in Exchange,” Journal of Marketing, 59, 78-92.
Gustafsson, Anders, Michael D. Johnson and Inger Roos (2005), “The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention,” Journal of Marketing, 69 (4), 210-218.
Hajli, Nick, Julian Sims, Arash H Zadeh and Marie-Odile (2017), “A Social Commerce Investigation of the Role of Trust in a Social Networking Site on Purchase Intentions,” Journal of Business Research, 71, 133-141.
Hargie, Owen and Norman Morrow (1986), “A Survey of Interpersonal Skills Teaching in Pharmacy Schools in the United Kingdom and Ireland,” American Journal of Pharmaceutical Education, 50 (2), 172-175.
He, Yi, Ya You and Qimei Chen (2020), “Our Conditional Love for the Underdog: The Effect of Brand Positioning and the Lay Theory of Achievement on WOM,” Journal of Business Research, 118, 210-222.
Hollenbeck, Candice R. and Andrew M. Kaikati (2012), “Consumers' Use of Brands to Reflect Their Actual and Ideal Selves on Facebook,” International Journal of Research in Marketing, 29 (4), 395-405.
Jaakkola, Elina and Matthew Alexander (2014), “The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective,” Journal of Service Research, 17 (3), 247-261.
Jin, Liyin and Yunhui Huang (2014), “When Giving Money Does Not Work: the Differential Effects of Monetary Versus in-Kind Rewards in Referral Reward Programs,” International Journal of Research in Marketing, 31 (1), 107-116.
Jung, Jaehwuen, Ravi Bapna, Joseph M Golden and Tianshu (2020), “Words Matter! Toward a Prosocial Call-to-Action for Online Referral: Evidence from Two Field Experiments,” Information Systems Research, 31 (1), 16-36.
Jung, Jaehwuen, Ravi Bapna, Alok Gupta and Soumya (2021), “Impact of Incentive Mechanism in Online Referral Programs: Evidence from Randomized Field Experiments,” Journal of Management Information Systems, 38 (1), 59-81.
Kettle, Keri L. and Gerald Häubl (2011), “The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity,” Journal of Consumer Research, 38 (3), 474-489.
Kumar, Vita, Lerzan Aksoy, Bas Donkers, Rajkumar Venkatesan, Thorsten Wiesel and Sebastian (2010), “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value,” Journal of Service Research, 13 (3), 297-310.
Laing, Ronald David, Herbert Phillipson and A. Russell Lee (1966), Interpersonal Perception: A Theory and a Method of Research.
Lamberton, Cait and Andrew T. Stephen (2016), “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry,” Journal of Marketing, 80 (6), 146-172.
MacKenzie, Scott B., Philip M. Podsakoff and Nathan P. Podsakoff (2011), “Construct Measurement and Validation Procedures in MIS and Behavioral Research: Integrating New and Existing Techniques,” MIS Quarterly, 35 (2), 293-334.
Maimaran, Michal and Itamar Simonson (2011), “Multiple Routes to Self-Versus Other-Expression in Consumer Choice,” Journal of Marketing Research, 48 (4), 755-766.
Markus, Hazel (1977), “Self-Schemata and Processing Information about the Self,” Journal of Personality and Social Psychology, 35 (2), 63.
Orsingher, Chiara and Jochen Wirtz (2018), “Psychological Drivers of Referral Reward Program Effectiveness,” Journal of Services Marketing, 32 (3), 256-268.
Ramón-Jerónimo, María A., Begona Peral-Peral and Jorge Arenas-Gaitan, J. (2013), “Elderly Persons and Internet Use,” Social Science Computer Review, 31 (4), 389-403.
Ryu, Gangseog and Lawrence Feick (2007), “A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood,” Journal of Marketing, 71 (1), 84-94.
Schlenker, Barry R. (1980), “Impression Management,” Monterey, CA: Brooks/Cole, 79-80.
Schlenker, Barry R. and Mark R. Leary (1982), “Social Anxiety and Self-Presentation: A Conceptualization Model,” Psychological Bulletin, 92 (3), 641.
Schmitt, Philipp, Bernd Skiera and Christophe Van den Bulte, (2011), “Referral Programs and Customer Value,” Journal of Marketing, 75 (1), 46-59.
Singh, Jagdip (1988), “Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues,” Journal of Marketing, 52 (1), 93-107.
Thorelli, Hans B. (1971), “Concentration of Information Power Among Consumers,” Journal of Marketing Research, 8 (4), 427-432.
Van Doorn, Jenny, Katherine N Lemon, Vikas Mittal, Stephan Nass, Doreén Pick, Peter Pirner and Peter C (2010), “Customer Engagement Behavior: Theoretical Foundations and Research Directions,” Journal of Service Research, 13 (3), 253-266.
Verlegh, Peeter WJ, Gangseog Ryu, Mirjam A Tuk and Lawrence (2013), “Receiver Responses to Rewarded Referrals: The Motive Inferences Framework,” Journal of the Academy of Marketing Science, 41 (6), 669-682.
Villanueva, Julian, Shijin Yoo and Dominique M. Hanssens (2008), “The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth,” Journal of Marketing Research, 45 (1), 48-59.
Voorhees, Clay M, Michael K Brady, Roger Calantone and Edward (2016), “Discriminant Validity Testing in Marketing: An Analysis, Causes for Concern, and Proposed Remedies,” Journal of the Academy of Marketing Science, 44(1), 119-134.
Wang, Li, Huaqing Wu, Wei Wang and Kwang-Cheng (2015), “Socially Enabled Wireless Networks: Resource Allocation Via Bipartite Graph Matching,” IEEE Communications Magazine, 53 (10), 128-135.
Wirtz, Jochen and Patricia Chew (2002), “The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word‐of‐Mouth Behaviour,” International Journal Of Service Industry Management, 13, 141-162.
Wirtz, Jochen, Chiara Orsingher and Hichang Cho (2019), “Engaging Customers Through Online and Offline Referral Reward Programs,” European Journal of Marketing, 53 (9), 1962-87.
Wirtz, Jochen, Chiara Orsingher, Patricia Chew and Siok Kuan (2013), “The Role of Metaperception on the Effectiveness of Referral Reward Programs,” Journal of Service Research, 16 (1), 82-98.
Xiao, Ping, Christopher S. Tang and Jochen Wirtz (2011), “Optimizing Referral Reward Programs under Impression Management Considerations,” European Journal of Operational Research, 215 (3), 730-739.
Yuan, Bing and Alessandro M. Peluso (2021), “The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat,” Sustainability, 13 (2), 645.
Zywica, Jolene and James Danowski (2008), “The Faces of Facebookers: Investigating Social Enhancement and Social Compensation Hypotheses; Predicting Facebook™ and Offline Popularity from Sociability and Self-Esteem, and Mapping the Meanings of Popularity with Semantic Networks,” Journal of Computer-Mediated Communication, 14(1), 1-34.