Exploring the Concept of Mobile Viral Marketing through Case Study Research
| dc.contributor.author | Wiedemann, Dietmar G. | |
| dc.contributor.editor | König-Ries, Birgitta | |
| dc.contributor.editor | Lehner, Franz | |
| dc.contributor.editor | Malaka, Rainer | |
| dc.contributor.editor | Türker, Can | |
| dc.date.accessioned | 2019-05-15T10:28:02Z | |
| dc.date.available | 2019-05-15T10:28:02Z | |
| dc.date.issued | 2007 | |
| dc.description.abstract | Mobile viral marketing has a tremendous potential for communication and distribution purposes. Although seen as an important issue from the viewpoint of practitioners there has been little research on the phenomenon so far. This paper represents a first step in filling this void. We examine 34 case studies in order to identify relevant characteristics of mobile viral marketing. The outcome of the paper is a description model of mobile viral marketing as well as a derivation of four mobile viral marketing standard types. The proposed scheme allows unambiguous- ly characterizing any given mobile viral marketing strategy and providing recommendations for designing new mobile viral strategies. | en |
| dc.identifier.isbn | 978-3-88579-198-0 | |
| dc.identifier.pissn | 1617-5468 | |
| dc.identifier.uri | https://dl.gi.de/handle/20.500.12116/22794 | |
| dc.language.iso | en | |
| dc.publisher | Gesellschaft für Informatik e. V. | |
| dc.relation.ispartof | MMS 2007: Mobilität und mobile informationssysteme – 2nd conference of GI-Fachgruppe MMS | |
| dc.relation.ispartofseries | Lecture Notes in Informatics (LNI) - Proceedings, Volume P-104 | |
| dc.title | Exploring the Concept of Mobile Viral Marketing through Case Study Research | en |
| dc.type | Text/Conference Paper | |
| gi.citation.endPage | 60 | |
| gi.citation.publisherPlace | Bonn | |
| gi.citation.startPage | 49 | |
| gi.conference.date | March 6th, 2007 | |
| gi.conference.location | Aachen | |
| gi.conference.sessiontitle | Regular Research Papers |
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