Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach

Abstract

Abstract

How the Innovation Diffusion Models from the Past can Help us to Explain Marketing in the New Media Era

“…What is interesting to notice, is the fact that, according to our simulation, the awareness curve (blue dotted line in the left panel) and the adoption curve (black continuous line), can exhibit very different shapes: an exponential growth the former, a more S-shaped character the latter. Note that the spread of knowledge through new communication channels is often of an exponential type (see Pousttchi andWiedemann 2007, Kaplan andHaenlein, 2011). This fact reinforces our intuition that, although very rapid in diffusing awareness, the new media may still suffer of a slower adoption curve.…”

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

“…Generally, I think it is good to pass along electronic messages to friends or relatives. 3. I honestly don ' t like passing along electronic messages to friends or relatives.…”

“…As a result, mobile viral marketing is an optimal approach to extend a promotional message ' s reach and infl uence at little or no extra costs for advertisers. 3 Nevertheless, the success of any mobile viral marketing campaign ultimately depends on message recipients ' attitude toward, intent of and actual behavior of forwarding marketing messages to their friends and relatives. So, it is essential for marketing researchers and practitioners to understand the determinants of consumer attitude, intent and behavior in regards to passing along mobile viral content.…”

Context-Aware for Smartphone Sensing in Over-the-Counter Market: Ambient Intelligence in Mobile Stock Markets

“…With the most people own and use Smartphone, it is a huge business opportunity for mobile devices to be the nature human-computer interface and provide the ubiquitous computing for personal services. In the near future, due to mobile devices provide with the benefits of information and wireless communication integration, the mobile marketing (M-Marketing) has began to arise and obtain the widely users acceptance [3,4]. The M-Marketing concept means "the use of the mobile media as another approach for marketing communication."…”