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International Conference on the Management of Mobile Business (ICMB 2007)
Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach
Toronto, Ontario, Canada
July 09-July 11
ISBN: 0-7695-2803-1
Key Pousttchi, University of Augsburg, 86135 Augsburg, Germany
Dietmar G. Wiedemann, University of Augsburg, 86135 Augsburg, Germany
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.
Citation:
Key Pousttchi, Dietmar G. Wiedemann, "Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach," icmb, pp.34, International Conference on the Management of Mobile Business (ICMB 2007), 2007
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