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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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A Five-Points Measurement Framework For Mobile Advertising Type: Article Price: $8.50 For the new media generation, campaigns need to be engaging and interactive. To be engaging, the media and campaigns must be localized for the consumers’ interests. Digital media, including mobile in particular, will play a key role in taking the campaign’s messages, and making them more effective by reaching smaller, microtargeted niche audiences. To accommodate these audiences, new measurements, metrics, and approaches beyond reach and targeting will need to be in place. Mobile offers the potential to leverage them for greater campaign success—or greater failure if they are not understood. Mobile metrics and campaign measurability will be an extension of what is inherent to the Web. The targeting will be with more usage, user, and engagement data in smaller niches and far closer to the point of decision. The measurement power of digital will be taken to a deeper level with mobile. |
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Understanding And Implementing Mobile Social Advertising Type: Article Price: $8.50 This paper presents an introduction to the concept of mobile social advertising and guidelines for possible applications of the concept. This material is important to the field of mobile marketing because it presents a relatively unexplored concept that could be of value because of the increase in effectiveness and success experienced with this type of mobile advertising campaign. |
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Breaking Free From 'Dotcom Thinking' In A Mobile World
By Paul Nerger
Type: Article Price: $8.50 The mobile Web has been held back not by technology, but by Web designers thinking of the mobile phone as a disabled PC. Mobile phones are not disabled PC’s, they are differently-abled devices with unique capabilities and attributes that are superior to the PC and just waiting to be exploited. To provide consumers with truly useful mobile Web applications, designers need to exploit the unique capabilities of each make and model of mobile phone that might be in the target consumer’s purse or pocket. |
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A Value Choice Model To Forecast Market Consequences Of 3G Mobile Service Design Decisions
By Margherita Pagani
Type: Article Price: $8.50 This paper proposes a conceptual framework for a forecasting system which attempts to predict the market consequences of 3G mobile service design decisions. The market forecasting system described is the output of a value/choice model based on factors that affect adoption of 3G mobile multimedia services. The research question is: given full awareness and equal availability (marketing strength, etc.) of services with given characteristics, what fraction of a representative subpopulation would prefer each service?
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Mobile Research In Marketing: Design And Implementation Issues
By Hairong Li, Leslie Townsend
Type: Article Price: $8.50 This article reviews major issues of mobile research in marketing, including the evolution of mobile phones as a research tool, characteristics of mobile research, and barriers to deployment of mobile research in marketing. It then describes the applications that either are currently in use or have immediate potential in mobile research.
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A Theater Of Self And Family: Mobile Device Use, Cultural Idiom And Appropriation
By James N. Nyce, Tyniqua Birdsong, Kevin Brauner, Stephen Crowe, Gregory Harmon, Tara Johnson, Aaron Lucas, Caleb Mercer, Rebekah Richardson, Autumn Sexton, Matthew Sharp, Anna Smitherman, Kyle Stevens, Steven Viall
Type: Article Price: $8.50 While the literature on mobile devices has described variations in behavior and use, the cultural resources that make these behaviors intelligible and creditable have received less attention. This study illustrates the role expressive elements of culture (e.g., idiom and performance) can play in mobile phone behavior.
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Mobile Marketing: From Marketing Strategy To Mobile Marketing Campaign Implementation
By Matti Leppäniemi, Heikki Karjaluoto
Type: Article Price: $8.50 The purpose of this study is to provide a comprehensive framework intended to guide research efforts focusing on mobile media and aid practitioners in their quest to achieve mobile marketing success. The framework builds on insights derived from in-depth interviews of mobile marketing practitioners and a participant observation in a research project that developed, implemented, and evaluated mobile marketing campaigns in a real-life context as well as from the extant literature from mobile commerce and integrated marketing communications (IMC) domains.
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Mobile Marketing And Generation Y African-American Mobile Consumers: The Issues And Opportunities Type: Article Price: $8.50 This paper addresses some of the many issues and opportunities that may affect marketer’s abilities to reach Generation Y African-American mobile consumers. |
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Cell Phone Usage And Advertising Acceptance Among College Students: A Four-Year Analysis Type: Article Price: $8.50 This study employs five online surveys conducted over a four-year period to investigate college student cell phone usage, and mobile advertising acceptance. |
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Text-To-Screen Emerges: A Conceptual Approach To A Powerful Interactive Marketing Tool Type: Article Price: $8.50 Text-to-screen is a unique form of mobile marketing that encourages active participation and personal freedom of expression at specific times and places. SMS messages are created and sent in the same manner they would be to a friend or family member, but instead of appearing on that individual’s phone, the message is broadcast onto a display for all others to read. Although the concept and technology for text-to-screen have been accessible for some time, it has recently taken off in terms of popularity and market adoption in the United States. |
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