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Erschienen in:
2006 | OriginalPaper | Buchkapitel
Design of Ubiquitous Referral Marketing: A Business Model and Method
verfasst von : Kyoung Jun Lee, Jong Chul Lee
Erschienen in: E-Commerce and Web Technologies
Verlag: Springer Berlin Heidelberg
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This paper provides a corporation’s marketing strategy under a ubiquitous computing environment: a WOM(word-of-mouth) marketing using RFID(Radio Frequency Identification) technology and a business model which facilitates the word-of-mouth marketing. To this end, we examine the word-of-mouth communication effects on consumers’ life, changes in corporations’ attitude toward word-of-mouth marketing, and the difficulties that corporations have in conducting word-of-mouth marketing. The business model this paper suggests makes seamless business-to-consumer and consumer-to-consumer networking possible using the RFID technology and facilitates the word-of-mouth marketing through incentive system of each economic player.