IJMM 2013 Winter Edition – Vol 8 No 2

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 was recognized by the ASAE & the Center for Association Leadership as the winner of the 2007 Gold Circle Awards for Peer Reviewed Journals from an association with revenues of $2 million or less.

The MMA Academic Outreach Committee oversees the publication of the IJMM. The AOC is comprised of volunteers from various MMA member companies and universities.

The Editorial Review Board is comprised of academic industry professionals who peer review articles for the IJMM.

To sumbit an article for the journal, please visit our call for papers.

To submit an article for the Canada edition, please visit our IJMM Canada call for papers.

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 download IJMM Summer 2013 - Vol 8 No1, click here. To order back issues of the journal, please contact us at marcom[at]mmaglobal[dot]com.

DOWNLOAD INDIVIDUAL ARTICLES - VOL 8 NO 2

MOBILE BRAND INTERACTION IN SOUTHEAST ASIA:
A COMPARATIVE STUDY

Kae Ahanonu, Patrick Biggerstaff, Aleks Flacuks, Marc Hatfield, Matt Nahman, Kala Seal,
Terry Tram, Kris Woods, Daniel Yerelian
MOBILE MARKETING COMMUNICATIONS IN THE RETAIL ENVIRONMENT:
A COMPARISON OF QR CODE USERS AND NON-USERS

Jay Sang Ryu
SEGMENTATION, INVOLVEMENT AND THE REACH-ENGAGEMENT
RELATIONSHIP: EVIDENCE FROM A QR CODE ADVERTISING CAMPAIGN

Paolo Di Betta, Francesco Lucera
MOBILE MEDIA TECHNOLOGY AND POPULAR MOBILE GAMES
IN CONTEMPORARY SOCIETY

Hyung-Min Kim
CASE STUDY: EMOTIONAL RESPONSE ON MOBILE PLATFORMS
WANT TO BE LOVED? GO MOBILE!

Eois McRae, Joseph Carrabis, Susan Carrabis, Stephane Hamel
CASE STUDY: HISPANIC USE OF MOBILE DEVICES
U.S. HISPANICS GO MOBILE: ADOPTION AND MARKETING ENGAGEMENT
TRENDS

Mary Beth McCabe
THE IMPACT OF VALUE CREATION PRACTICES ON BRAND TRUST AND
LOYALTY IN A SAMSUNG GALAXY ONLINE BRAND COMMUNITY IN IRAN

Seyed Alireza Mosavi, Maryam Kenarehfard