REFERENCE MARKETING FOCUSED BUSINESS STRATEGIC FRAMEWORK: THEORETICAL REVIEW AND THEMATIC EVOLUTION

Abstract

Referral marketing is a tool whose goal is to have a customer act as a promoter of a product by recommending it to others. The objective of this text is to provide a theoretical framework or bibliometric analysis of referral marketing to increase the number of customers and sales, so that these recommendations can be shared with other companies, enabling them to use this tool and benefit from it. For this purpose, qualitative research with a descriptive scope was conducted, gathering documentary information from January to August 2023. As a result of this compilation exercise, a framework or state of the art was established, which allowed for an understanding of the research and studies carried out on networking and referral marketing, revealing current trends and developments in this area.