Mobile Word-Of-Mouth - A Grounded Theory of Mobile Viral Marketing

Abstract

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.

Viral Marketing Strategies and Customer Buying Behavioural Intentions at Retail Store in Johannesburg

“…It is therefore defined by Zernigah and Sohail (2012) as "electronic word of mouth". On the other hand Palka, Pousttchi and Wiedemann (2009) defined it as "… a method of marketing that infects customers with an advertising message which passes from one customer to another like a rampant flu." All the definitions show that viral marketing permits a quick flow of message within a social network of customers using social media.…”

Extending TPB and TAM to mobile viral marketing: An exploratory study on American young consumers’ mobile viral marketing attitude, intent and behavior

“…In doing so, our study extends the theory of planned behavior (TPB) and technology acceptance model (TAM) to mobile viral marketing research. In turn, we will partially test a comprehensive model of mobile viral marketing in the United States based upon the grounded theory of Palka et al 6 …”

Mobile Marketing: Building Blocks for Mobile Content Marketing to Add Value and Relevance for Mobile Users

“…All forms of media can now be integrated by this means to enable electronic mobile-word-of-mouth (eWOM), a type of mobile viral marketing (Castronovo & Huang 2012). Palka et al (2009) define mobile viral marketing as "a concept for distribution or communication … a type of marketing [which] relies on consumers to transmit mobile viral content via mobile communication techniques and mobile devices to other consumers in their social sphere and to animate these contacts to also transmit the content". Pousttchi and Wiedemann's (2006) view that mobile marketing is part of the fourth P of the marketing mix, namely promotion (otherwise known as marketing communication), is still widely influential and focuses on using various communication instruments to communicate with consumers.…”