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

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  • Pousttchi, Key
  • Wiedemann, Dietmar Georg

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.

Suggested Citation

  • Pousttchi, Key & Wiedemann, Dietmar Georg, 2007. "Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach," MPRA Paper 5736, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:5736
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    File URL: https://mpra.ub.uni-muenchen.de/5736/1/MPRA_paper_5736.pdf
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    References listed on IDEAS

    as
    1. Nicholas Economides, 1997. "The Economics of Networks," Brazilian Electronic Journal of Economics, Department of Economics, Universidade Federal de Pernambuco, vol. 1(0), December.
    2. Pousttchi, Key & Wiedemann, Dietmar Georg, 2006. "A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research," MPRA Paper 2925, University Library of Munich, Germany.
    3. Mahler, Alwin & Rogers, Everett M., 1999. "The diffusion of interactive communication innovations and the critical mass: the adoption of telecommunications services by German banks," Telecommunications Policy, Elsevier, vol. 23(10-11), pages 719-740, November.
    4. Katz, Michael L & Shapiro, Carl, 1985. "Network Externalities, Competition, and Compatibility," American Economic Review, American Economic Association, vol. 75(3), pages 424-440, June.
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    Cited by:

    1. Daphne M. Simmonds & Katia Campbell & Joseph Hasley, 2021. "Viral diffusion of technology products: a comprehensive stage framework," Information Systems and e-Business Management, Springer, vol. 19(2), pages 597-619, June.

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    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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