Design of Ubiquitous Referral Marketing: A Business Model and Method

  • Kyoung Jun Lee
  • Jong Chul Lee
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4082)


This paper provides a corporation’s marketing strategy under a ubiquitous computing environment: a WOM(word-of-mouth) marketing using RFID(Radio Frequency Identification) technology and a business model which facilitates the word-of-mouth marketing. To this end, we examine the word-of-mouth communication effects on consumers’ life, changes in corporations’ attitude toward word-of-mouth marketing, and the difficulties that corporations have in conducting word-of-mouth marketing. The business model this paper suggests makes seamless business-to-consumer and consumer-to-consumer networking possible using the RFID technology and facilitates the word-of-mouth marketing through incentive system of each economic player.


Business Model Search Cost Potential Customer Product Unit Cost Ubiquitous Computing Environment 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2006

Authors and Affiliations

  • Kyoung Jun Lee
    • 1
  • Jong Chul Lee
    • 1
  1. 1.School of BusinessKyung Hee UniversitySeoulKorea

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