Design of Ubiquitous Referral Marketing: A Business Model and Method

Lee, K. Lee, J., Design of Ubiquitous Referral Marketing: A Business Model and Method, Lecture Notes in Computer Science 4082:103-112, September, 2006. pdf



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-ofmouth marketing through incentive system of each economic player.