Gesellschaft für Informatik e.V.

Lecture Notes in Informatics

MMS 2007: Mobilität und mobile Informationssysteme, 2nd conference of GI-Fachgruppe MMS, March 6th, 2007 in Aachen, Germany P-104, 49-60 (2007).



Birgitta König-Ries (ed.), Franz Lehner (ed.), Rainer Malaka (ed.), Can Türker (ed.)


Exploring the concept of mobile viral marketing through case study research



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 unambiguously characterizing any given mobile viral marketing strategy and providing recommendations for designing new mobile viral strategies.

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ISBN 978-3-88579-198-0

Last changed 04.10.2013 18:13:41