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Erfolgsfaktoren des Mobile Marketing pp 289–304Cite as

Mobile Viral Marketing

Ein State of the Art

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Gerade in Zeiten zunehmender Reizüberflutung und steigender Reaktanz gegenüber traditionellen Werbeformen gewinnen innovative Marketinginstrumente, wie Mobile Viral Marketing, verstärkt an Bedeutung. Ziel des vorliegenden Beitrages ist es, den State of the Art des Mobile Viral Marketing zu analysieren. Der Beitrag stellt zunächst Mobile Viral Marketing in Form eines strukturellen Beschreibungsmodells unter Verwendung der morphologischen Methode vor. Anschließend werden der Stand der Forschung sowie der Entwicklungstand in der Praxis gezeigt. Der Beitrag endet mit einem Fazit und zeigt mögliche künftige Forschungsfelder auf.

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Author information

Authors and Affiliations

  1. Lehrstuhl für Wirtschaftsinformatik und Systems Engineering, Universität Augsburg, Augsburg

    Dr. K. Pousttchi (Leiter der Arbeitsgruppe Mobile Commerce), Univ.-Prof. Dr. K. Turowski (Inhaber) & Dipl.-Kfm. D. G. Wiedemann (wissenschaftlicher Mitarbeiter)

Authors
  1. Dr. K. Pousttchi
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  2. Univ.-Prof. Dr. K. Turowski
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  3. Dipl.-Kfm. D. G. Wiedemann
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Editor information

Editors and Affiliations

  1. Fakultät Betriebswirtschaftslehre, Lehrstuhl für ABWL und Marketing II, Universität Mannheim, L5, 1, 68131, Mannheim

    Hans H. Bauer  & Melchior D. Bryant  & 

  2. E-Plus Mobilfunk GmbH & Co. KG, E-Plus-Platz, 40468, Düsseldorf

    Thorsten Dirks

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Pousttchi, K., Turowski, K., Wiedemann, D.G. (2008). Mobile Viral Marketing. In: Bauer, H.H., Bryant, M.D., Dirks, T. (eds) Erfolgsfaktoren des Mobile Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-85296-4_17

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  • DOI: https://doi.org/10.1007/978-3-540-85296-4_17

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-85295-7

  • Online ISBN: 978-3-540-85296-4

  • eBook Packages: Business and Economics (German Language)

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