Avoiding the diffusion of responsibility in social networking groups: a field experiment on responses to online help-request referrals

• Main Authors: Feng, Nan, Hu, Zhongtao, Wu, Yi, Choi, Ben
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2023
• Subjects: Business::Information technology; Triangle Model of Responsibility; Request Personalization
• Online Access: https://hdl.handle.net/10356/169556
• Institution: Nanyang Technological University

Help-request referral (HRR) campaigns are being increasingly adopted by online service providers to attract online traffic and engage new users. In these campaigns, participants are required to collect a specific amount of help from their social network in exchange for attractive rewards. Participan...