Bottlenecks in Building an Online Customer Base: A Experimental Field Study on Viral Marketing

온라인 고객 기반 확보의 장애 요인: 바이럴 마케팅의 현장 실험 연구

Park, Sunju;Chung, Seungwha;Pyo, Na Sung;Hwang, Soonki

  • Received : 2018.09.19
  • Accepted : 2018.12.26
  • Published : 2019.01.28


In recent years, using a connected platform, companies have built and implemented a mobile viral marketing strategy to attract new customers and to have long-term relationships with existing customers. The emergence of interactive Web 2.0 has led to an explosive increase in customer engagement, and practitioners have become interested in connected platform to build close relationships with their customers. However, the study on the effectiveness of various customer influx methods using the connected platform that companies utilize for an increase of customer participation is insufficient. Based on the theoretical study of Sashi (2012), this study analyzes the actual mobile viral promotion of company A's open market shopping mall for the purpose of bringing new customers and having a long-term relationship with the new customers[1]. By analyzing the customer engagement type, the implications for the effectiveness of mobile viral promotion are suggested. First, as a result of the immediate effect of online viral promotion, promotions are partially effective in attracting new customers. Second, as a result of examining the change of customer engagement type in order to find out the long - term effect of online viral promotion, it was found that in most cases, new customers were not become satisfied customers and, Laggard Effect, which takes time to become a satisfied customer, has been confirmed.


Customer Engagement;Viral Marketing;Mobile Viral Promotion


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