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Analyzing the Forwarding Behavior in Mobile Viral Marketing: An Empirical Study
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Author(s): Dietmar G. Wiedemann (University of Augsburg, Germany), Tobias Haunstetter (University of Augsburg, Germany)and Key Pousttchi (University of Augsburg, Germany)
Copyright: 2010
Pages: 20
Source title:
Handbook of Research on Mobile Marketing Management
Source Author(s)/Editor(s): Key Pousttchi (University of Augsburg, Germany)and Dietmar G. Wiedemann (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-074-5.ch020
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Abstract
As mobile devices are personal communication tools, they are platforms for word-of-mouth marketing. Mobile viral marketing is tremendously attractive for marketers but neglected by academic research. Surprisingly, relatively few studies are directed at its basic elements, i.e., directed at willingness to forward different mobile viral content, understanding characters of those who forward mobile viral content frequently, and characters of the recipients of this content. This chapter presents the findings of an online survey conducted to empirically investigate the consumers’ intention to forward different kinds of mobile viral content, to identify the primary target groups for the mobile viral marketing in terms of their forwarding behavior, and to analyze to whom mobile viral content is forwarded.
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