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

TABLE OF CONTENTS

A FIVE-POINTS MEASUREMENT FRAMEWORK FOR MOBILEADVERTISING
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, CULTURE 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


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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 BEHAVIOR CHANGE
Robyn Whittaker, Mark Smith

 

SOLD ON MOBILE MARKETING: EFFECTIVE WIRELESS CARRIER MOBILE ADVERTISING AND HOW TO MAKE IT EVEN MORE SO
Guy Yaniv

 

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