May 5, 2011



Tenth Edition Features Research into Consumer Decision Making
New York, London, Singapore & São Paulo: May 5, 2011The MMA (Mobile Marketing Association) ( released for public consumption the Winter 2010 issue (Vol. 5. No. 2) of the award-winning International Journal of Mobile Marketing (IJMM).  This issue marks the fifth year the Journal has been out, with the new issue covering topics such as 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 is edited by Michael Hanley, a Ball State University Associate Professor of Advertising and Director of the Institute for Mobile Media Research, who has received several awards for his mobile marketing research and leadership, including the MMA’s Award for Overall Excellence in 2007 for his work with the Academic Outreach Committee. IJMM is peer-reviewed by a 16-member board that includes researchers from top academic institutions and companies such as Snaptell and Yahoo.
The 126-page Winter 2010 edition includes a new special topics area that will feature research from specific countries and mobile industry segments in future issues. The new 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.”
"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."

is an online-only publication, a format that expands its availability to a global audience, gives readers faster access to mobile research and provides IJMM authors with a new platform for publishing research quickly and worldwide. All current and past editions – 104 articles from more than 160 authors in 23-plus countries – are available now at
Individuals interested in submitting articles (4,000 – 5,000 words) should submit their draft or prospectus to the MMA. Submissions should be emailed in MS Word format. For more information, please contact [email protected] or visit The remaining 2011 submission deadline is September 15.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix.   The MMA works to promote, educate measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM and Asia Pacific (APAC) branches. For more information, please visit
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Valerie Christopherson/Evan Tamura
Global Results Comm. (GRC)
P:+1 949 608 0276
E: [email protected]