Abstract
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.
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© 2006 Springer-Verlag Berlin Heidelberg
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Lee, K.J., Lee, J.C. (2006). Design of Ubiquitous Referral Marketing: A Business Model and Method. In: Bauknecht, K., Pröll, B., Werthner, H. (eds) E-Commerce and Web Technologies. EC-Web 2006. Lecture Notes in Computer Science, vol 4082. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11823865_11
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DOI: https://doi.org/10.1007/11823865_11
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-37743-6
Online ISBN: 978-3-540-37745-0
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