Analyzing the Basic Elements of Mobile Viral Marketing-An Empirical Study

As personal communication tools mobile devices are platforms for word-of-mouth marketing. Given the assigned usefulness of mobile viral marketing, it is surprising to find relatively few studies directed at its basic elements, i.e., mobile viral content and consumers forwarding this content. The paper presents the findings of an online survey conducted to empirically investigate the consumers' intention to participate in different kinds of mobile viral marketing strategies and to identify the characteristics of mobile viral mavens in terms of their forwarding behaviour.