Proceedings of the International Conference on Digital Technologies in Logistics and Infrastructure (ICDTLI 2019)

Referral program in the context of social capital and digital marketing methods

Authors
Anastasii I. Klimin, Pavel S. Kozlovskii, Pavel A. Sataev, Rouhollah Abbaszadeh
Corresponding Author
Anastasii I. Klimin
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DOI
https://doi.org/10.2991/icdtli-19.2019.13How to use a DOI?
Keywords
social capital, referral program, customer acquisition cost, referrer, digital marketing
Abstract
More and more indicators affecting the company's profits are becoming available for calculation due to the development of technology. Social capital can be one of these indicators. The study concludes that the referral program is the use of the external social capital of the enterprise. Digitalization allows companies to develop the interaction with consumers. There is a simplification and improvement of such marketing tools as loyalty programs, which are already moving into the field of digital marketing. Companies can enable customers to attract new customers for a certain reward using user-friendly web interfaces or applications. The objectives of the study are: to clarify the term “social capital”; to describe various concepts of attracting customers for sales growth, including digital marketing methods, in order to more accurately determine the referral program; to propose formulas for calculating the efficiency of the referral program.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Digital Technologies in Logistics and Infrastructure (ICDTLI 2019)
Publication Date
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ISBN
978-94-6252-799-7
DOI
https://doi.org/10.2991/icdtli-19.2019.13How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

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AU  - Anastasii I. Klimin
AU  - Pavel S. Kozlovskii
AU  - Pavel A. Sataev
AU  - Rouhollah Abbaszadeh
PY  - NaN/NaN
DA  - NaN/NaN
TI  - Referral program in the context of social capital and digital marketing methods
BT  - International Conference on Digital Technologies in Logistics and Infrastructure (ICDTLI 2019)
PB  - Atlantis Press
UR  - https://doi.org/10.2991/icdtli-19.2019.13
DO  - https://doi.org/10.2991/icdtli-19.2019.13
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