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Michael A. M. Davies. Surya, Yulia System Design and Management Program. System Design and Management Program. 2010-05-25T21:09:47Z 2010-05-25T21:09:47Z 2009 2009 http://hdl.handle.net/1721.1/55248 612318787 Thesis (S.M.)--Massachusetts Institute of Technology, System Design and Management Program, 2009. Cataloged from PDF version of thesis. Includes bibliographical references (p. 70-71). Rapid advancement in Electronic Communication gives rise to the popularity of Viral Marketing. Mobile Communication, in particular, offers greater potential in the utilization of this Word-of-Mouth phenomenon as a Marketing tool. Researchers have studied Viral Marketing from different perspectives, but little emphasis has been given to the unique characteristic of Mobile Communication as a platform for Viral Marketing. This thesis is therefore intended to explore this unique form of communication. Using the point of view of mobile devices, which are directly related to the users, an analysis on technological evolution in this domain was conducted to study the fit between current Mobile Viral Marketing practices and the technological parameters. To support this study, extensive literature research on Viral Marketing was conducted, along with industry analysis on Mobile Communication and sample cases of known Mobile Viral Marketing practice in the U.S. In general, the analysis found that existing Mobile Viral Marketing strategy mostly mimics the general practice of Word-of-Mouth Marketing and some aspects of this general practice are not suitable for the unique characteristic of Mobile Communication. The study on technological evolution also yielded several patterns on the key parameters of Mobile Device Technology that were used to model the future of this domain. Lastly, using the identified shortcomings of existing strategy and the future depiction of this technology domain, a strategic framework for Mobile Viral Marketing was constructed. This framework is intended to provide businesses with a forward-looking perspective in the utilization of Mobile Communication as a means to spread the words about their products or services. by Yulia Surya. S.M. 71 p. eng Massachusetts Institute of Technology M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 System Design and Management Program. Strategic analysis of mobile viral marketing through a holistic study in technological evolution of mobile devices Thesis application/pdf Publication unknown unknown <Publication xmlns="https://www.openaire.eu/cerif-profile/1.1/" id="b6429a0a-3772-4576-87fe-bed7df03ac80"> <Type xmlns="https://www.openaire.eu/cerif-profile/vocab/COAR_Publication_Types">http://purl.org/coar/resource_type/c_1843</Type> <Language>eng</Language> <Title>Strategic analysis of mobile viral marketing through a holistic study in technological evolution of mobile devices</Title> <PublishedIn> <Publication> </Publication> </PublishedIn> <PublicationDate>2009</PublicationDate> <Authors> <Author> <DisplayName>Surya, Yulia</DisplayName> <Affiliation> <OrgUnit> </OrgUnit> </Affiliation> </Author> </Authors> <Editors> </Editors> <Publishers> <Publisher> <DisplayName>Massachusetts Institute of Technology</DisplayName> <OrgUnit /> </Publisher> </Publishers> <License>http://dspace.mit.edu/handle/1721.1/7582</License> <Keyword>System Design and Management Program.</Keyword> <Abstract>Rapid advancement in Electronic Communication gives rise to the popularity of Viral Marketing. Mobile Communication, in particular, offers greater potential in the utilization of this Word-of-Mouth phenomenon as a Marketing tool. Researchers have studied Viral Marketing from different perspectives, but little emphasis has been given to the unique characteristic of Mobile Communication as a platform for Viral Marketing. This thesis is therefore intended to explore this unique form of communication. Using the point of view of mobile devices, which are directly related to the users, an analysis on technological evolution in this domain was conducted to study the fit between current Mobile Viral Marketing practices and the technological parameters. To support this study, extensive literature research on Viral Marketing was conducted, along with industry analysis on Mobile Communication and sample cases of known Mobile Viral Marketing practice in the U.S. In general, the analysis found that existing Mobile Viral Marketing strategy mostly mimics the general practice of Word-of-Mouth Marketing and some aspects of this general practice are not suitable for the unique characteristic of Mobile Communication. The study on technological evolution also yielded several patterns on the key parameters of Mobile Device Technology that were used to model the future of this domain. Lastly, using the identified shortcomings of existing strategy and the future depiction of this technology domain, a strategic framework for Mobile Viral Marketing was constructed. This framework is intended to provide businesses with a forward-looking perspective in the utilization of Mobile Communication as a means to spread the words about their products or services.</Abstract> <Access xmlns="http://purl.org/coar/access_right" > </Access> </Publication>