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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)

Abstract

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.

Keywords

Business Model Search Cost Potential Customer Product Unit Cost Ubiquitous Computing Environment 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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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