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- W2494166055 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." @default.
- W2494166055 created "2016-08-23" @default.
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- W2494166055 date "2010-05-25" @default.
- W2494166055 modified "2023-09-25" @default.
- W2494166055 title "Creating Successful Mobile Viral Marketing Strategies" @default.
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- W2494166055 doi "https://doi.org/10.4018/978-1-60566-046-2.ch052" @default.
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