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.
| Item Type: | MPRA Paper |
|---|---|
| Original Title: | Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach |
| Language: | English |
| Subjects: | M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M2 - Business Economics > M21 - Business Economics |
| Item ID: | 5736 |
| Depositing User: | Prof. Dr. Key Pousttchi |
| Date Deposited: | 14 Nov 2007 06:00 |
| Last Modified: | 27 Sep 2019 04:08 |
| URI: | https://mpra.ub.uni-muenchen.de/id/eprint/5736 |
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