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Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral likelihood. This study aims to explore the effects of referral tasks (communication content and approach) on customers’ referral likelihood on social platforms and the role of self-construal.

This study establishes a theoretical model based on online social platforms and conducts three scenario-based experiments. The authors obtain data from consumers on Sojump platform and test the hypotheses using analysis of variance (ANOVA) analysis and mediation analysis in SPSS. The valid sample sizes for these three experiments are 288, 203 and 214, respectively.

Three experimental studies indicate that communication content and approach have a significant effect on referral likelihood. Furthermore, the effect of communication content on referral likelihood depends on the communication approach. Self-construal plays a moderating role in the effect of communication content and approach on perceived social costs.

CRPs typically involve tasks and rewards; consumers are asked to complete a referral task and then receive a reward. Both tasks and rewards can affect an individual’s willingness to participate; however, existing studies on CRP focus primarily on the reward component. To the best of the authors’ knowledge, this is the first study to systematically investigate the role of referral tasks (communication content and approach) in CRPs. The authors extend the related research by examining the impact of referral tasks on consumers’ willingness to recommend. In addition, this study introduces self-construal into CRPs research.

The purpose of this research is to investigate how generalisable the public service motivation (PSM) observed in Western society is to China and to examine the effects of public service motivation on job satisfaction.

Exploratory factor analysis and confirmatory factor analysis techniques are applied to survey data of 191 public servants in China to investigate the generalisability of Western PSM. Using hierarchical regression analysis, the paper examines the effects of the dimensions of PSM on job satisfaction.

The results show that the public service motivation observed in the West exists in China, but the generalisability of the construct is limited. Three of the four dimensions of public service motivation (attraction to public policy making, commitment to the public interest, and self‐sacrifice) exist in China, but the fourth dimension (compassion) is unconfirmed.

The paper is the first to examine the generalisability and instrumentality of PSM as observed in Western society to China. The results indicate that the public service motivation observed in the West also exists in China, but that the generalisability is limited. Public service motivation emerges from the results as a positively significant predictor of job satisfaction in the public sector of China. It enhances the applicability and meaningfulness of the concept of public service motivation across political and cultural environments.

The aim of this research is to combine and synthesize the findings of previous studies search for the effects of eWom on purchase intention by meta-analysis.

The paper shows a meta-analysis process step by step. Within the scope of certain criteria, the studies in the Google Scholar and ITÜ library databases were eliminated and the results of the remaining 19 studies were analyzed in CMA (Comprehensive Meta-Analysis) program.

By conducting a meta-analysis of the research question, a common effect size was obtained from 19 studies. In addition, the effect size of 21 eWom (electronic word of mouth communication) factor on purchasing intention related to the 21 hypotheses defined in the study was obtained by means of meta-analysis separately.

With the increasing number of Internet users, the desire to share their comments and ideas on the Internet, and the increasing importance of electronic word of mouth communication in our lives, people's decisions have started to be affected by this situation. One of the decision-making movements is the purchase intention. Therefore, it is expected to see more researches on meta-analysis for the effect of eWom on purchase intention in the following years.