¹wi-mobile Research Group, University of Augsburg, Universitaetsstrasse 16, Augsburg 86159, Germany

Correspondence: K Pousttchi, wi-mobile Research Group, Chair of Business Informatics and Systems Engineering, University of Augsburg, Universitaetsstrasse 16, Augsburg 86159, Germany. Tel: +49 (821) 598-4431; Fax: +49 (821) 598-4432

Abstract

Mobile devices as personal communication tools are used as platforms for viral marketing within existing social networks. Although there is some evidence on the usefulness of mobile viral marketing from the marketers' perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. The purpose of this research is to better understand the motivations behind a consumer's decision to engage in mobile viral marketing strategies. The outcome is a grounded theory of mobile viral marketing with respect to the consumer and his social network, decomposing the mobile viral effect and identifying the determinants of reception, usage, and forwarding of mobile viral content. This result helps researchers and marketers to better understand the critical components of mobile viral marketing strategies and prepares the ground for further research in this emerging field.