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
DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/ICMB.2007.61
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 Usage of this product signifies your acceptance of the Terms of Use. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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