Lookup and Link Rows within one Table

My goal is to get the following functionality:

If people have “yes” in the column “Bring a friend”.
I want them to have all other records linked to this records that have the UTM Content that equals the others record e-mail

So then Joe Smith has “Yes” in Bring a “Friend” i him to have every records linked to him that comes with his referral link into the database and this referral link contains UTM Content : joe.smith@mail.com

So everyone that has joe.smith@mail.com in his UTM Content should be linked to the joe smith record. I hope i explained well. Does anyone know how to implement such functionality?