Mobile devices as personal communication tools are used as platforms for viral marketing within existing social networks. Although there is some evidence on the usefulness of mobile viral marketing from the marketers’ perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. The purpose of this research is to better understand the motivations behind a consumer's decision to engage in mobile viral marketing strategies. The outcome is a grounded theory of mobile viral marketing with respect to the consumer and his social network, decomposing the mobile viral effect and identifying the determinants of reception, usage, and forwarding of mobile viral content. This result helps researchers and marketers to better understand the critical components of mobile viral marketing strategies and prepares the ground for further research in this emerging field.
Although in the era of third generation (3G) mobile networks technical hurdles are minor, the continuing failure of mobile payments (m-payments) withstands the endorsement by customers and service providers. A major reason is the uncommonly high interdependency of technical, human and market factors which have to be regarded and orchestrated cohesively to solve the problem. In this paper, we apply Business Model Ontology in order to develop an m-payment business model framework based on the results of a precedent multi case study analysis of 27 m-payment procedures. The framework is depicted with a system of morphological boxes and the interrelations between the associated characteristics. Representing any m-payment business model along with its market setting and influencing decisions as instantiations, the resulting framework enables researchers and practitioners for comprehensive analysis of existing and future models and provides a helpful tool for m-payment business model engineering.
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