IJMM Summer 2006 | MMA Global

IJMM Summer 2006

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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].

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

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An Exploratory Cross-Market Study Of Mobile Marketing Acceptance
By Andrew J. Rohm, Fareena Sultan

Type: Article

Price: $8.50

This article identifies and investigates factors that influence consumers’ behavioral intention to engage in and accept mobile marketing. From a review of the extant literature and application of prevailing marketing theories (Technology Acceptance Model (TAM), Usage and Gratifications Theory, Theory of Reasoned Action) the authors identify and test a number of factors, including Usage Characteristics, Privacy Vulnerability, Privacy Concern, Personal Attachment, Social Influence, Attitudes Toward Mobile, Consumer Innovativeness, and Permission to Interact in Mobile Space.

  

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The Consumption Of Mobile Services By Australian University Students
By Richard Lee, Jamie Murphy

Type: Article

Price: $8.50

This paper studies how the youth population in Australia consumes mobile services. The findings revealed that the youth segment utilize mobile services for utilitarian needs and hedonic use, but more so for hedonic reasons, and their peers influence consumer behavior in regards to the choice of mobile service providers and mobile services usage.

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U.S. Consumers' Adoption - Nonadoption Of Mobile SMS Advertising
By Barry J. Babin, Alexander Muk

Type: Article

Price: $8.50

This article develops a framework, based on the lens of innovation diffusion theory and theory of reasoned action, to help understand the factors that affect consumer adoption of SMS advertising
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A Review Of Mobile Marketing Research
By Matti Leppäniemi, Jaakko Sinisalo, Heikki Karjaluoto

Type: Article

Price: $8.50

This paper identifies and evaluates research conducted in the field of mobile marketing between January 2000 and February 2006. The authors investigated academic as well as industry sources and evaluated only those studies that focus on mobile (or wireless) applications aimed at marketing and those that fall within the marketing, business and management or information systems domains.

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Growth Of Mobile Multimedia Advertising
By Nicholas E. Heller

Type: Article

Price: $8.50

This article outlines the promise of the mobile channel for multimedia advertising as well as the obstacles that must be overcome. It provides a broad overview of the mobile consumer landscape—from the role of mobile phones in social networks to growth forecasts for the content market—as a foundation for the opportunities available to advertisers.

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Factors Influencing Mobile Advertising Acceptance: Will Incentives Motivate College Students To Accept Mobile Advertisements?
By Michael Hanley, Michael Becker, Jackie Martinsen

Type: Article

Price: $8.50

This study employs an online survey to validate mobile advertising acceptance factors and the types of incentives needed to motivate college students to accept advertisements on their cell phones.
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Mobile Marketing As Technology Intervention: A Locales Framework Analysis
By Dennis Lee, Ralf Muhlberger

Type: Article

Price: $8.50

Mobile marketing is a new and emerging phenomenon and very little research has been performed to truly understand the elements and factors that will influence consumer participation. In order to understand a phenomenon one must first identify it, then decide how one will evaluate it. A common way of accomplishing this is to identify, apply, and refine a conceptual framework, i.e. a model that will help guide the assumptions and variables used in the analysis. The authors in this article provide a discussion on the use of the Locales Framework Analysis and how it may be applicable to the mobile marketing phenomenon.
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Texting Behaviour And Attitudes Toward Permission Mobile Advertising: An Empirical Study Of Mobile Users' Acceptance Of SMS For Marketing Purposes
By David Fortin, Chadinee Maneesoonthorn

Type: Article

Price: $8.50

This article provides a data-driven analysis of consumer attitudes and behaviours regarding text messaging, and provides robust insight on the promise of permission-based advertising via mobile phones. In the context of global growth of both mobile phone penetration and SMS usage, the authors examine the text messaging behaviour patterns and preferences among mobile phone users in New Zealand.
 
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United States And Southeast Asian Mobile Markets: A Comparative Analysis Of Infrastructure And Cultural Differences
By Christian Weitenberner, Michael Chapman, Georgina Miranda, Silvia Tobar, Evelyn Wagoner, Dana Akasaki, Kala Seal

Type: Article

Price: $8.50

The authors provide a comparative analysis between United States and select Southeast Asian (Japan, South Korean, Singapore and China) mobile markets. They show that mobile phone usage and interest in mobile services is more advanced in Asia than the United States (with the exception of China) and that there are significant differences between Asian countries in their use of mobile services.

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The Missing Link: Why Mobile Is Different
By Dan Steinbock

Type: Article

Price: $8.50

This article provides a compelling and pragmatic argument on how and why mobile marketing is a unique, locally and globally applicable medium for engaging one’s audience. The article, rich with illustrations, examples and detailed footnotes, includes a through discussion on how marketing, technology, and business practices and models have matured and converged over time to make the medium what it is today.

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