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

By Key Pousttchi and Dietmar Georg Wiedemann

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.

Topics: M21 - Business Economics
Year: 2007
DOI identifier: 10.1109/icmb.2007.61
OAI identifier: oai:mpra.ub.uni-muenchen.de:5736

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