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Exploring the Concept of Mobile Viral Marketing through Case Study ...

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Topic: Viral Marketing

Sort Desciption: To implement effective mobile viral marketing practitioners need to ... true viral marketing differs from word of mouth in that the value of the virus to ...

Content Inside: 2. Konferenz Mobilitt und Mobile Informationssysteme (MMS 2007) 6. Mrz 2007 Aachen Exploring the Concept of Mobile Viral Marketing through Case Study Research Dietmar G Wiedemann Dietmar G. Wiedemann Arbeitsgruppe Mobile Commerce Lehrstuhl fr Wirtschaftsinformatik und Systems Engineering Universitt Augsburg Universittsstrae 16 86159 Augsburg Universittsstrae 16 86159 Augsburg Tel.: +49 (821) 598-4436 Fax +49 (821) 598-4432 URL: http://www.wi-se.org Agenda Motivation Research objectives Definition of mobile viral marketing e t o o ob e a a et g Method Results > I) Description model of mobile viral marketing > II) Standard types of mobile viral marketing Future research 2 Arbeitsgruppe Mobile Commerce Prof. Turowski Universitt Augsburg Motivation Potential of mobile viral marketing for distribution and communication purposes and communication purposes > 17% forwarded mobile ads (n=500) BS02 > 30% said a friend’s recommendation would convince them to download > 30% said a friend’s recommendation would convince them to download a mobile application (n=2500) Ip05 > 45% would intend to share music with friends via Bluetooth (n=1 477) IN06 > 45% would intend to share music with friends via Bluetooth (n=1477) IN06 > Own preliminary expert study (n=44) WM06 Personal messages sent by friends gain more credibility Personal messages sent by friends gain more credibility (Viral) recipients participate more frequently in a campaign as initial contacts Lower company expense with viral mobile marketing campaigns WM06 But: Little academic research on the phenomenon 3 Arbeitsgruppe Mobile Commerce Prof. Turowski Universitt Augsburg Research objectives Overall goal is to provide a better understanding of mobile viral marketing for practice and research > Providing a definition > Providing a definition > Providing a description model > Derivation of standard types > Derivation of standard types Justification > Descri ...

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