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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 [email protected].
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 | An Exploratory Study on Consumers’ Opinions on Image Recognition Opt-in Practice Type: Article Price: $8.50 While customer interaction is important in mobile marketing, the image recognition opt-in practice may transform how consumers shop and how retailers reach customers. Research on cross-media integration and interactive advertising provides the theoretical basis for the image recognition opt-in solution. The current development of mobile marketing is to utilize image recognition opt-ins in advertisements that provide consumers a way to express interest in a product or promotion. Even though studies about image recognition opt-in are limited, studies about interactive advertising and cross-media integration support the concept of using image recognition opt-in to enhance mobile marketing engagement and consumer response, such as attitude toward the ad, brand attitude, and behavioral intention. |
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| | A Cross-Cultural Study On Mobile Internet Usage Type: Article Price: $8.50 Globally, the use of the Internet on mobile devices is increasing at a rapid rate. It is interesting to look at the cultural factors that are driving this growth in different regions. A lot of research has been conducted in the areas of mobile telephony and traditional Internet. However, as the increase in mobile Internet use is a recent, developing and global phenomenon, there are many aspects that are not fully understood. Particularly, there have not been any significant multi-national studies on the cultural factors that impact the usage of the Internet on mobile devices. A cross-cultural study on mobile Internet use would provide insights for service providers who plan to develop market services for mobile Internet phones in different regions and cultural contexts. This paper describes a study conducted across five different countries and explores consumers’ intentions to use the mobile Internet in different cultural contexts. |
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| | Mobile Advertising: Does It Work For Everyone? By Jun Ma, Nichaya Suntornpithug, Gokhan Karaatli Type: Article Price: $8.50 Mobile advertising has gained popularity over the last several years. However, companies who intend to adopt this type of media should do it consciously due to the unique characteristics of the media. Perceived message credibility plays a major role in consumers’ attitude formation and adoption intention whether consumers are willing to pay for the services. For consumers who prefer free mobile advertising services, their ability to adopt high technology, inertia, and their motivation for entering also affects their attitudes toward mobile advertising. |
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| Credibility Of and Attitudes Toward Political SMS Messages in Kuwait By Hernan E. Riquelme, Rosa E. Rios Type: Article Price: $8.50 This research investigates perceptions about political SMS (text) messages in Kuwait. In particular, it aims to determine how credible and persuasive SMS political messages are perceived on their own and in comparison with traditional media, what kind of attitudes people have toward SMS political messages, and what makes a political SMS message credible. |
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| | Understanding Consumer Attitudes Toward Mobile Advertising And Its Impact On Consumers' Behavorial Intentions: A Cross-Market Comparison Of United States And Turkish Consumers By Oylum Korkut Altuna, Faruk Anıl Konuk Type: Article Price: $8.50 This study reveals and measures the attitudes of United States and Turkish consumers toward mobile advertising applications which are experienced or about to be experienced in the short term as companies make further investments and plans for using mobile marketing applications. The correlation of these attitudes with consumers’ behavioral intentions is examined. |
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| | What Happens When You Mix Social Networks, Contexts And Mobile Advertising In The Same Glass? By José Simões, Thomas Magedanz Type: Article Price: $8.50 Telecommunication and Internet services are constantly subject to changes, seeking the customer’s full satisfaction. Enriching these services with innovative approaches such as context-aware, mobile, adaptable and interactive mechanisms enables users to experience a variety of personalized services seamlessly across different platforms and technologies. In this sense, advertising is not an exception, especially if we consider that it will become the enabler for future next generation services. |
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| | MMS To Improve Mobile Advertising Acceptance And Replace Billboards By Swadesh Kumar Samanta, John Woods Type: Article Price: $8.50 In order to grab attention, traditional advertising agencies are now employing all sorts of mediums, such as text and image on traditional billboards, multimedia content (text, image and video) on large screens and LCD display boards. To increase the reach to the consumers, billboards are displayed on large vans, small cars, scooters and even on the back of humans. We show a mechanism which uses technology rather people to deliver similar advertisements. |
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| | Leveraging Mobile Technologies To Increase Revenue For The NBA And Its Properties Type: Article Price: $8.50 The mobile marketing tsunami is on its way. Why is not the NBA getting wet? More specifically, how can the NBA leverage mobile technologies to create revenue for its franchises and properties? The most effective way to utilize mobile technologies, specifically the technologies being developed by industry leader Apple, is through the development of a mobile-based NBA social networking iPhone application. |
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