Munich Personal RePEc Archive

Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach

Pousttchi, Key and Wiedemann, Dietmar Georg (2007): Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach. Published in: Proceedings of the 6th International Conference on Mobile Business (ICMB 2007) (2007): pp. 1-8.

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Abstract

A prior study showed that mobile viral marketing is an important issue of mobile marketing. Using a multicase study research approach, we introduce a typology of four standard types of mobile viral marketing and extract eight success factors for this new form of marketing. As a final step, we structure the relationship between both, showing success factors’significance in different standard types and deriving a success factor framework. We conclude with a consideration of research implications.

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