It details five major stages of viral diffusion campaigns, their relationships to each other, and relevant findings from the literature. New York, Ajzen, Organ Behav Hum Decis Process 50:179–211, 1991). From intentions to actions: a theory of planned behavior. 1989) and planned behavior (Ajzen Ajzen, I. (Phelps et al., J Advert Res 44:333–348, 2004), other academic and industry viral marketing literature, and information systems literature including theories widely used in IS research, such as reasoned actioned (Fishbein and Ajzen Fishbein and Ajzen, Intention and behavior: an introduction to theory and research, Addison-Wesley, MA, 1975), Technology Acceptance Model (Davis 1989 Davis et al. Paper presented at the 2008 7th international conference on mobile business) and Phelps et al.

(Wiedemann DG, Palka W, Pousttchi K (2008) Understanding the determinants of mobile viral effects-towards a grounded theory of mobile viral marketing. Based on a review of academic and industry literature, this study proposes the “Comprehensive Framework of Viral Technology Diffusion-Stages and Factors.” The framework specifically draws on stage models developed by Wiedemann et al. The level of viral diffusion expected after a technology product or service is launched is important for determining the marketing budget, forecasting revenue, and understanding the resources necessary to manufacture and/or support the technology.

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