The award winning MMA International Journal of Mobile Marketing (IJMM) is published twice annually. The journal provides a medium for academics, students, and industry professionals from around the world to share their insights and research on how the mobile channel can be effectively used for marketing.

The IJMM has suspended publishing in 2014. The Winter 2013 Vol 8 No 2 is the last and most recent issue of the journal. For any questions about the IJMM and to access back issues, please contact [email protected]. 

THE IJMM IS DIGITAL

Purchase and read your International Journal of Mobile Marketing. Download an electronic copy today, single articles and full journal downloads are available.

To order back issues of the journal, please contact us at [email protected].

DOWNLOAD INDIVIDUAL ARTICLES - VOL 8 NO 1

YOU’VE GOT MOBILE ADS! YOUNG CONSUMERS’ RESPONSES TO MOBILE ADS WITH DIFFERENT TYPES OF INTERACTIVITY Jay (Hyunjae) Yu
SHOP WHILE YOU TALK: DETERMINANTS OF PURCHASE INTENTIONS THROUGH A MOBILE DEVICE Archana Kumar, Avinandan Mukherjee
CHINESE CONSUMERS’ PERCEPTIONS TOWARD SMARTPHONE AND MARKETING COMMUNICATION ON SMARTPHONE Huan Chen, Fang Liu, Tingting Dai
THE EFFECTS OF INTERFACE DESIGN OF HAND-HELD DEVICES ON MOBILE ADVERTISING EFFECTIVENESS AMONG COLLEGE STUDENTS IN CHINA Wenjing Xie, Yunze Zhao, Wenya Xie
UNDERSTANDING THE ORIENTATION OF GEN Y TOWARD MOBILE APPLICATIONS AND IN-APP ADVERTISING IN INDIA Ketaki Bhave, Varsha Jain, Subhadip Roy
A TCPA FOR THE 21ST CENTURY: WHY TCPA LAWSUITS ARE ON THE RISE AND WHAT THE FCC SHOULD DO ABOUT IT Monica Desai, Ryan King, Maria Wolvin, Maxine Martin
2013: THE BREAKOUT YEAR FOR MOBILE MEASUREMENT Brendan O’Kane
USING NEUROMARKETING TO DISCOVER HOW WE REALLY FEEL ABOUT APPS Melody Adhami
BENEFITS OF MOBILE COMMERCE IN THE PAY PARKING INDUSTRY: HOW THE LAUNCH OF THE P$ MOBILE SERVICE HAS CHANGED THE PARKING EXPERIENCE IN MONTRÉAL Brady Murphy
OUT OF THE CLOSETS AND ONTO THE PHONE: USING MOBILE TO FIGHT HOMOPHOBIA AND SUPPORT THE LESBIAN, GAY, BISEXUAL AND TRANSGENDERED COMMUNITY Robin Heisey, Cynthia Roach
MOBILE MARKETING AND THE VALUE OF CUSTOMER ANALYTICS Cameron Dow	Full Issue Only
TEXT MESSAGING EXPANDS MARKETING REACH OF CANADIAN CHARITIES David Farnes