What is Electronic Viral Marketing

This chapter introduces the concept of mobile viral marketing as an innovative marketing tool. The outcome of the chapter is a description model including relevant characteristics as well as a typology that includes four standard types of mobile viral marketing. Moreover, a set of eight success factors is presented. With clear reflections of success factors’ significance in different standard types, we structure the relationship between both and develop a success factor framework. As the description model is depicted as a morphological box, practitioners can use it as a creative technique for developing new mobile viral marketing strategies. Additionally, the framework supports marketers in evaluating their strategies. For scholars, our goal is to provide a useful starting point and impetus for further research.