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

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.

A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research

Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we examine 55 case studies in order to identify relevant characteristics of mobile marketing campaigns. The outcome of the paper is the derivation of four mobile marketing standard types and an examination of campaign objectives that can be addressed by mobile marketing. The proposed scheme allows to unambiguously characterize any given mobile marketing campaign and to identify the respective objectives.

Security Issues in Mobile Payment from the Customer Viewpoint

The perception of mobile payment procedures’ security by the customer is one major factor for the market breakthrough of the according systems. In this paper we examine security issues in mobile payment from the viewpoint of customers. Based on theoretical research we analyze empirical data from the MP2 mobile payment study with 8295 respondents in order to develop a set of dimensions, categories and aspects. The results do have a scientific as well as a practical impact: They provide a basis for the selection of appropriate indicators for further empirical studies. Furthermore they can serve as a guideline for mobile payment service providers in order to prevent security concerns through appropriate design and communication of payment procedures and to convince customers of the security of their mobile procedures by meeting concerns in informative advertising.

Charging of mobile services by mobile payment reference model

The purpose of the paper is to analyze mobile payments in the mobile commerce scenario. Therefore, we first classify the mobile payment in the mobile commerce scenario by explaining general offer models, charging concepts, and intermediaries. Second, we describe the mobile payment reference model, especially, the mobile payment reference organization model and different mobile payment standard types. Finally, we conclude our findings.

Categorization of Mobile Advertising Campaigns

The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.

Relative advantage of mobile payment procedures - Mobile Payment from the perspective of the diffusion theory

An important condition of business profit in mobile commerce offers in the B2C area is the availability of wide accepted mobile payment procedures. The contribution considers mobile payment on the perspective of diffusion theory and analyses which relative advantages could arise by using mobile payment procedures.

Acceptance of Mobile Payment Procedures in Germany

The avaiability of wide accepted mobile payment procedures is an important condition for the business profit of mobile commerce offers in the B2C area. Based on a bundle of acceptance criterias an empirical analysis of customer sight on mobile payment procedures was executed at the end of 2002 by the authors. There were three primary objectives: to disclose reasons for using or refusal, to find out the relevance of different acceptance criterias as well as to indentify the importance of several acceptance criterias. Furthermore characteristic degrees of selceted criterias were evaluated and the potential users of payment procedures considered. The contribution presents basical results of the study and deviate first conclusions and managerial implications.

Abrechnung mobiler Dienste im Mobile-Payment-Referenzmodell

The purpose of the paper is to analyze mobile payments in the mobile commerce scenario. Therefore, we first classify the mobile payment in the mobile commerce scenario by explaining general offer models, charging concepts, and intermediaries. Second, we describe the mobile payment reference model, especially, the mobile payment reference organization model and different mobile payment standard types. Finally, we conclude our findings

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

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