New research from RSM, finds that introducing referral programmes in platforms like dating apps can significantly increase the number of referrals at the expense of revenue. After working with a partner company to study its social referral programmes for a few years, Dr Rodrigo Belo (Associate Professor at the Department of Technology and Operations Management) and Professor Ting Li (Professor of Digital Business) developed a model with various users who differed in how much they value the platform and how much effort it costs them to invite referrals. They tested users’ decisions to invite others to it, pay for it, and engage with the platform.