Daniel Niessing examines how companies can leverage the advantages of interpersonal communication. Based on a customer-referring-customer campaign from a renowned German tour operator, he develops a model that identifies distinguishing characteristics between referrers (senders) and non-referrers. He was awarded the Dr. Andreas Dombret Doctoral Prize in 2007 and the 23rd Alfred Gerardi Memorial Prize in 2007 from the German Direct Marketing Association. Many companies are currently facing the challenge that traditional advertising no longer reaches potential customers. Increasingly, in both academia and practice, the exchange of information between individuals within a social relationship framework is considered a critical success factor in (new) customer acquisition.