IJMM Summer 2009 | Mobile Marketing Association

IJMM Summer 2009

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About the International Journal of Mobile Marketing (IJMM)
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.

We are going digital.

The MMA is happy to introduce a new digital way to purchase and read your International Journal of Mobile Marketing! We are no longer offering print editions of future IJMM editions; however, limited copies of older journals are still available for purchase.

Download an electronic copy today, single articles and full journal downloads are now available. To order back issues of the journal, please contact us at marcom[at]mmaglobal[dot]com.

By purchasing these products, you agree to the following Terms and Conditions

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 The Impact of Mobile Phone Capabilities on Mobile Service Usage: Empirical Evidence from Finland
By Jaakko Sinisalo, Heikki Karjaluoto

Type: Article

Price: $8.50

This research examines the relationship between mobile phone capabilities and mobile service usage. The study reports results of an online survey of 4,062 mobile phone users and uses a series of analysis of variance tests to investigate differences in the use of mobile services between users with basic mobile phones and users with smartphones. The results indicate several notable differences in service usage between the groups. Overall, the results indicate that smartphone users are in general more active in using text messaging services than users equipped with basic mobile phones.

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The Formative Years: the Mobile Couponing Craze Takes Shape
By Steven Gray

Type: Article

Price: $8.50

As consumers continue to feel the pinch from today’s economic pressures, an increasing number of American shoppers are turning to coupons as an effective cost cutting measure. In fact, recent reports and studies show that for the first time in more than a decade coupon usage is on the rise. For marketers who are taking advantage of the coupon trend, mobile coupons are a natural extension of their mail, print and point of purchase coupon pieces, among other communications. “Going mobile” helps advertisers reinforce messages with consumers who are becoming increasingly dependent on their mobile phones, especially the highly coveted 18-34 age demographic.

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Anytime, Anywhere: Measuring the Ubiquitous Consumer's Impulse Purchase Behavior
By Robert Davis, Laszlo Sajtos

Type: Article

Price: $8.50

This paper illustrates the significance of impulse purchase behavior in the consumption of M-commerce services such as Short Message Service (SMS). Mobile services are increasingly being used for marketing-related communications to ubiquitous consumers, anywhere, anytime. This emerging practice has strong implications for marketers, who are developing services customized to fit individuals’ unique needs and interests as well as encouraging impulsive purchase behavior. However, despite the importance of impulse purchase behavior to existing marketing practice, little is known about its significance for ubiquitous consumers. This gap is addressed by measuring the impulse purchase behavior of consumers in the context of SMS services.

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How to Implement a Successful Common Short Code
By Nisheeth Mohan, Anshu Agarwal

Type: Article

Price: $8.50

Mobile marketing has become a key channel for businesses looking to communicate with consumers directly and effectively. It offers unprecedented reach with much easier access to end users. Common Short Codes (CSCs) represent a fast-growing channel that offers direct communication with consumers anytime and anywhere through a common medium, Short Message Service (SMS), commonly referred to as “texting.” This paper provides a primer for the marketer looking to use CSCs to reach customers, reviews the CSC life cycle, describes the CSC value chain, discusses CSC applications and challenges, and outlines important ways organizations can reliably monitor the use of the CSC channel.

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Determining Customer Satisfaction Through Perceived Service Quality: a Study of Ethiopian Mobile Users
By Rakshit Negi

Type: Article

Price: $8.50

Worldwide maturity of the telecommunications industry mobile sector is well witnessed in most developed economies. However, untapped market opportunity can be seen in the African continent and Ethiopia in particular. Associating customer satisfaction with the quality of mobile services and their providers can be seen as one of the factors contributing notably to this situation. This study is designed to identify the role of service quality as perceived by mobile users while determining their overall satisfaction.

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A Framework for Navigating the South American Mobile Market: Lessons From Selected Countries

By Martin Alvarez, Bryan Dickson, Travis Falstad, Melisa Giovani, Kala C. Seal, Jarrod Voth

Type: Article

Price: $8.50

The proliferation of mobile services and products has led to the evolution of mobile business models and the growth of mobile commerce in the emerging markets of South America. There is a tremendous untapped opportunity to explore how the entire mobile value network is interconnected with macro factors in the business environment (regulatory, economic, cultural, and technological) across the region. Our study aims to provide an overview of the mobile market for Uruguay, Argentina, Brazil and Chile, based on information collected through interviews with high level managers in various firms across the mobile value network and a subsequent analysis of how the mobile value network is influenced by the environmental factors mentioned.

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Viral Distribution Potential Based Active Node Identification for Ad Distribution in Viral Networks
By Suresh Chande, Srividya Gopalan, Swetha Kurup

Type: Article

Price: $8.50

Mobile advertisements are a most sought out mode of advertising that brings in the capability of users context to allow personalized targeting. Traditional modes of advertising lack the means to track the effectiveness of campaigns and traceability. This paper describes a novel approach where the complete advertisement life cycle can be managed and controlled from a smart wireless mobile computing device. In particular, a mobile device takes a central role in creation, delivery, consumption, viral distribution and redemption of the offer provided by the advertiser.

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The Importance of a Layered Privacy Policy on All Mobile Internet Sites and Mobile Marketing Campaigns
By Steve Timpson, Marci Troutman

Type: Article

Price: $8.50

In the rapidly evolving world of Internet and mobile technology, there is an ever present need to offer consumers increased protection and privacy. Companies can best offer their customers reassurance by providing them with easy access to answers about how and when personal information will be used by disclosure of privacy practices. This is especially true with mobile Internet sites and simple message service (SMS) text marketing because the medium does not lend itself to lengthy, complex information. The idea of layered notices provides the consumer with information about a company’s privacy policies in easy to read, understandable language while still providing a more complex version of the same.

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Perceptions of Corporate Social Responsibility Practices on Mobile Phone Companies
By Alex Wang

Type: Article

Price: $8.50

Despite the increasing importance of Corporate Social Responsibility (CSR) as an effective reputation management practice, there has been limited understanding about its impact on mobile phone companies. Research has identified ethical, discretionary, and relational practices as three main dimensions of CSR practices. This study examines the effects of consumers’ perceptions of these three dimensions on their attitudes toward mobile phone companies. The results reveal that even though each dimension of CSR practices contributes to attitude toward mobile phone companies, ethical and relational practices are considered more important dimensions of CSR practices for forming positive attitude toward mobile phone companies.

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From Cell Phone to "Sell" Phone: Hiring the Best Mobile Marketers
By Jerry Bernhart

Type: Article

Price: $8.50

Mobile marketing is an emerging practice within marketing. More and more enterprises, brands and marketers of all sizes and from nearly every industry segment have begun to consider bringing mobile marketing into their business and integrating it in to their product, services, support and marketing activities. The mobile marketing industry is still young, as is the market’s understanding of what can be accomplished with the mobile channel. The consequence of this is that the labor pool to draw from is shallow. This article provides an overview of the state of the mobile marketing industry and details the steps an organization can consider when recruiting and staffing their organizations with capable talent.

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