Understanding the Determinants of Mobile Viral Effects-Towards a Grounded Theory of Mobile Viral Marketing

Although there is some evidence on the usefulness of mobile viral marketing from marketers' perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. In this paper, we present the findings of a grounded theory study and focus on determining why a mobile viral effect occurs. The proposed framework helps researchers and marketers to better understand the critical components of mobile viral marketing and provides ideas for further research in this emerging field.