Mobile Marketing Association Publishes Latest Issue of International Journal of Mobile Marketing

This week the Mobile Marketing Association (MMA) released the Winter 2010 issue (Vol. 5. No. 2) of the International Journal of Mobile Marketing (IJMM). The latest edition – the tenth overall – features research into consumer decision making, mobile service adoption optimization, practices on building consumer trust and acceptance, and the prevalence and impact of …   Read More

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This week the Mobile Marketing Association (MMA) released the Winter 2010 issue (Vol. 5. No. 2) of the International Journal of Mobile Marketing (IJMM).

The latest edition – the tenth overall – features research into consumer decision making, mobile service adoption optimization, practices on building consumer trust and acceptance, and the prevalence and impact of mobile communications in the workplace.

IJMM, which is edited by Michael Hanley, a Ball State University Associate Professor of Advertising and Director of the Institute for Mobile Media Research, is peer-reviewed by a 16-member board that includes researchers from top academic institutions and companies such as Snaptell and Yahoo.

“The MMA is proud to publish the latest edition of IJMM, and commends Michael Hanley and the IJMM review board for their efforts in producing the journal and adding to the growing body of mobile marketing knowledge, which helps both academics and industry alike,” said Michael Becker, North America Managing Director of the MMA. “We encourage industry leaders, academics and students to share their opinions, thought-leadership and research, and we are currently accepting call-for-papers for future IJMM issues.”

The 126-page Winter 2010 edition features 10 articles:

  • “Mobile Communications and Emerging Media: Prevalence and Impact in the Workplace”
  • “The Practices of Mobile Advertising Disclosure on Consumer Trust and Attitude”
  • “Moving Beyond Acceptance: Exploring Determinants of Consumer Use of Mobile”
  • “The Critical Success Factors for Marketing with Downloadable Applications: Lessons Learned from Selected European Countries”
  • “Mobile Service Adoption Optimization: A Case Study”
  • “Investigating Mobile Services’ Impact on Consumer Shopping Experience and Consumer Decision Making”
  • “Critical Factors of Consumer Decision-making on M-Commerce: A Qualitative Study in the United States”
  • “Consumer Attitudes Toward Permission-Based Mobile Marketing: An Empirical Study for Turkey”
  • “Selection of Cellular Operators in Bangladesh: An Empirical Analysis”
  • “Mobile Marketing: Implications for Marketing Strategies”

“As the Winter 2010 edition of IJMM shows, the recession hasn’t slowed the mobile channel’s global expansion as a powerful tool for advertising, marketing and consumer research,” Hanley said. “The new edition of IJMM is a convenient opportunity not only to learn about many of the key trends and opportunities that are emerging around the world, but to develop strategies for capitalizing on them as the economy rebounds.”

All current and past editions can be obtained by clicking here.

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