Determining factors in the effectiveness of Viral Mobile Marketing

Abstract

This objective of this study is to analyze the factors determining the effectiveness of Viral Mobile Marketing. It deals with the effects of personalization on grabbing attention in an environment considered private, taking into account factors such as trust in the contact network, virality in nano-niches and the value of identifiable recommendation. The analysis delves into elements that contribute to achieving scalability in the relationship of companies with users through marketing strategies with special attention to virality, multi-directionality, socialization and the influence of relational marketing. At the same time, the geo-localization variables influencing in brand omnipresence are examined. All of the foregoing allows us to observe an evolution from one-to-one communication to one-to-world communication, where multidirectional traffic through contact network emitters and receivers is decisive in producing a viral effect on the digital audience.