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Mobile word-of-mouth – A grounded theory of mobile viral marketing

✍ Scribed by Palka, Wolfgang; Pousttchi, Key; Wiedemann, Dietmar G

Book ID
125479711
Publisher
Palgrave Publishers Ltd.
Year
2009
Tongue
English
Weight
298 KB
Volume
24
Category
Article
ISSN
0268-3962

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Determinant factors of mobile-based word-of-mouth campaign referral among Japanese adolescents
✍ Shintaro Okazaki 📂 Article 📅 2008 🏛 John Wiley and Sons 🌐 English ⚖ 154 KB

## Abstract This study addresses why Japanese teenagers participate in mobilebased word‐of‐mouth (WOM) campaigns. It is posited that commitment to the promoted brand, relationship with the mobile device, and group–person connectivity act as antecedents of two primary gratifications of the campaign,