MMA iNTERNATIONAL JOURNAL OF MOBILE MARKETING JUNE 2007 VOLUME 2, NO 1 

IJMM Publisher, Editors & Peer Review Board

Editors
Michael Becker, iLoop Mobile, Inc.
Michael Hanley, Ball State University

TABLE OF CONTENTS

PARAMETERS OF MOBILE ADVERTISING: A FIELD EXPERIMENT
Hairong Li, Brian Stoller

MARKET FOR THIRD SCREEN: A STUDY OF MARKET POTENTIAL OF MOBILE TV AND VIDEO ACROSS THE U.S. AND SELECTED EUROPEAN COUNTRIES 
Khulan Bayartsaikhan, Paul Danielak, Kyle Dunst, Jason Guibert, Lara Luxford, Raffi Romanossian, Michael Storti, Kala Chand Seal

CASE STUDY: CONDUCTING A WEB-BASED SURVEY OF MOBILE CONTENT USAGE BY AUSTRAILIAN MOBILE PHONE CUSTOMERS
Marisa Maio Mackay, Oliver Weidlich

BRANDING OVER MOBILE AND INTERNET ADVERTISING: THE CROSS-MEDIA EFFECT
Alex Wang

MOBILE MARKETING SYSTEMS: FRAMEWORK AND TECHNOLOGY ENABLER
Gewei Ye

MOBILE MEDIA USE AND ITS IMPACT ON CONSUMER ATTITUDES TOWARDS MOBILE ADVERTISING
Jong Woo Jun, Sangmi Lee

LANGUAGE ASSISTANCE PRODUCTS SUPPORT MOBILE ADVERTISING IN UNDERPRIVLLEGED COUNTRIES
Rafael Salaberry, Larry Upton

DESIGN SKETCH: THE CONTEXT OF MOBILE INTERACTION
Jared Braiterman, Nadav Savio

NEEDS-BASED CALLING: STAYING CONNECTED IN A DISCONNECTED WORLD
Theo Callahan

DEVELOPING MOBILE MARKETING STRATEGIES
Ashok Ranchhod

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MMA INTERNATIONAL JOURNAL OF MOBILE MARKETING DECEMBER 2007 VOLUME 2, NO 2

Editors
Michael Becker, iLoop Mobile, Inc.
Michael Hanley, Ball State University

TABLE OF CONTENTS

ELECTION 2008: THE MOBILE TIPPING POINT
Doug Busk

INSIGHTS INTO THE IMPLEMENTATION OF MOBILE MARKETING CAMPAIGNS
Heikki Karjaluoto, Heikki, Lehto, Matti Leppäniemi, Tiina Mustonen

FACTORS AFFECTING THE USE OF MOBILE ADVERTISING
Ramin Vatanparast, Mahsa Asil

HOW CONSUMERS PERCEIVE FREE OFFERS: IMPLICATIONS FOR MOBILE MARKETING
Alex Wang

IMAGE RECOGNITION AS A METHOD FOR OPT-IN AND APPLICATIONS FOR MOBILE MARKETING
G.D. Ramkumar

PARTICIPATION TV: PREMIUM SMS VS. TOLL-FREE IVR
Dennis Becker

DESPERATELY SEEKING OPT-IN: A FIELD REPORT FROM A STUDENT-LED MOBILE MARKETING INITIATIVE
Jay Newell, Morgan Meier

DRIVERS OF MOBILE BUSINESS MODELS: LESSON FROM FOUR ASIAN COUNTRIES
Mark Sgriccia, Huy Nguyen, Russ, Edra, Adam Alworth, Olga Brandeis, Rodrigo Escandon, Patrick Kronfli, Elisabeth Silva, Bryan Swatt, Kala Seal

DIFFERENCES IN CUSTOMERS' RESPONSIVENESS TO MOBILE DIRECT MAIL COUPON PROMOTIONS
Fumiyo Kondo, Mariko Nakahara

WORLD DIGITAL LIBRARY IN THE DEVELOPING WORLD
Justin Thorp

MOBILE MARKETING AND INTERACTIVE PROMOTIONS ON MOBILE DEVICES: NAVIGATING LEGAL HURDLES
Gabe Karp

MOBILE ENHANCING THE PERFORMING ARTS CENTER: A CASE STUDY ADN CONCEPTUAL VIEW
Ted Bailey

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