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- W3147900545 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." @default.
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- W3147900545 date "2007-01-01" @default.
- W3147900545 modified "2023-09-26" @default.
- W3147900545 title "Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach" @default.
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