MMA International Journal of Mobile Marketing, 2008 Editions

 

 

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

Table of Contents

A Five-Points Measurement Framework for Mobile
Advertising
Chetan Sharma, Joe Herzog, Victor Melfi

Understanding and Implementing Mobile Social
Advertising
Joshua S. Wais, Eric K. Clemons

Breaking Free from ‘Dotcom Thinking’ in a Mobile
World
Paul Nerger

A Value-Choice Model to Forecast Market
Consequences of 3g Mobile Service Design Decisions
Margherita Pagani

Mobile Research in Marketing: Design and
Implementation Issues
Hairong Li, Leslie Townsend

A Theater of Self and Family: Mobile Device Use,
Cultural Idiom and Appropriation
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, James M. Nyce

Mobile Marketing: From Marketing Strategy to Mobile
Marketing Campaign Implementation
Matti Leppäniemi, Heikki Karjaluoto

Mobile Marketing and Generation y African-American
Mobile Consumers: The Issues and Opportunities
Ella Carter

Cell Phone Usage and Advertising Acceptance Among
College Students: A Four-Year Analysis
Michael Hanley, Michael Becker

Text-to-Screen Emerges: a Conceptual Approach to a
Powerful Interactive Marketing Tool
Brad Dolian

 

 

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

Table of Contents

 

Mobile Phone Users' Behaviors: The Motivation Factors of
The Mobile Phone User
Chang Hyun Jin, Jorge Villegas

 

Gradual Changes in Repeat Customers' Adoption Behavior
Toward Responses to Mobile Direct Mail Coupon Promotions
Fumiyo N. Kondo, Shen Zhong Jian, Akter Shahriar

 

Making Search Work for the Mobile Ecosystem:
Implications for Operators, Portals, Advertisers, and Brands
Phyllis Reuther

 

Technological Challenges and Consumer Perceptions of
the Use of Mobile Marketing: Evidence from Cyprus
Despo Ktoridou, Epaminondas Epaminonda, Hans Ruediger Kaufmann

 

Multiple Play Strategy in Global Telecommunication
Markets: an Empirical Analysis
Sangwon Lee, Seonmi Lee

 

University Students Attitudes Toward Mobile Political
Communication
Ifigeneia Mylona, Constantinos-Vasilios Priporas

 

Creative Use of QR Codes in Consumer Communication
Xue Dou, Hairong Li

 

Mobile Advertising: Does Location-Based Advertising Work?
Syagnik (Sy) Banerjee, Ruby Roy Dholakia

 

Mobile Social Networking: the Brand at Play in the Circle
of Friends with Mobile Communities Representing a
Strong Opportunity for Brands
Christine Perey

 

M-Health - Using Mobile Phones for Healthy Behaviour Change
Robyn Whittaker, Mark Smith

 

Sold on Mobile Marketing: Effective Wireless Carrier
Mobile Advertising and How to Make it Even More So
Guy Yaniv