Mobile viral marketing has a tremendous potential for
communication and distribution purposes. Although seen
as an important issue from the viewpoint of
practitioners there has been little research on the
phenomenon so far. This paper represents a first step in
filling this void. We examine 34 case studies in order
to identify relevant characteristics of mobile viral
marketing. The outcome of the paper is a description
model of mobile viral marketing as well as a derivation
of four mobile viral marketing standard types. The
proposed scheme allows unambiguously characterizing any
given mobile viral marketing strategy and providing
recommendations for designing new mobile viral
strategies. pdf
