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Creating Successful Mobile Viral Marketing Strategies

Creating Successful Mobile Viral Marketing Strategies
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Author(s): Dietmar G. Wiedemann (University of Augsburg, Germany)
Copyright: 2009
Pages: 16
Source title: Handbook of Research on Mobile Multimedia, Second Edition
Source Author(s)/Editor(s): Ismail Khalil (Johannes Kepler University Linz, Austria)
DOI: 10.4018/978-1-60566-046-2.ch052

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Abstract

This chapter introduces the concept of mobile viral marketing as an innovative marketing tool. The outcome of the chapter is a description model including relevant characteristics as well as a typology that includes four standard types of mobile viral marketing. Moreover, a set of eight success factors is presented. With clear reflections of success factors’ significance in different standard types, we structure the relationship between both and develop a success factor framework. As the description model is depicted as a morphological box, practitioners can use it as a creative technique for developing new mobile viral marketing strategies. Additionally, the framework supports marketers in evaluating their strategies. For scholars, our goal is to provide a useful starting point and impetus for further research.

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