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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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 | Mobile Phone Users' Behaviors: The Motivation Factors Of The Mobile Phone User Type: Article Price: $8.50 The purpose of this study is to examine mobile phone usage and its users’ motivations and gain more information about characteristics common to the mobile phone user. Thus, this paper investigates the relationship between that motivation and the potential applications of mobile phone service. | |
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| Gradual Changes In Repeat Customers' Adoption Behavior Toward Responses To Mobile Direct Mail Coupon Promotions Type: Article Price: $8.50 Service businesses record the number of visitors as a measure of the performance of their business. However, summarized observations such as the total number of visits per month provide little insight on individual-level visiting behavior. In addition, behavior may change over time, especially in a swiftly changing environment induced by mobile promotions. This paper presents an individual-level model for shop visiting behavior based on data of a beauty salon. The model focuses on gradual changes toward responses to mobile direct mail (DM) coupons based on the shop visit interval (SVI) of the beauty salon. | |
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| Making Search Work For The Mobile Ecosystem: Implications For Operators, Portals, Advertisers, And Brands By Phyllis Reuther Type: Article Price: $8.50 In examining the implications of mobile search for operators, portals, advertisers and brands, this article clarifies the differences between traditional Web search and search optimized for the mobile ecosystem, defines the roles and goals of key stakeholders in the mobile search value ecosystem, examines the mobile search process, technology, and value chain, and identifies the importance of relevancy, immediacy, and context to mobile search. | |
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| | Technological Challenges And Consumer Perceptions Of The Use Of Mobile Marketing: Evidence From Cyprus By Despo Ktoridou, Epaminondas Epaminonda, Hans Ruediger Kaufmann Type: Article Price: $8.50 Mobile marketing has recently started to emerge as a new addition to the portfolio of marketing communication tools. It can be argued that enhanced direct communication and information delivery, enabled by mobile technologies, can facilitate the work of marketers and businessmen. Even though these new technologies offer new opportunities for companies and consumers, their full deployment in some markets may be problematic due to technological, cultural and implementation challenges. This research aims to analyse technological aspects of mobile marketing implementation and study consumer attitudes toward mobile marketing in Cyprus. | |
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| Multiple Play Strategy In Global Telecommunication Markets: An Empirical Analysis By Sangwon Lee, Seonmi Lee Type: Article Price: $8.50 This study examines the multiple play strategy in global telecommunication markets. Employing 2005 Organization for Economic Cooperation and Development (OECD) data, the effects of the multiple play strategy on Average Revenue Per User (ARPU) and broadband deployment are assessed. Employing Porter’s generic strategy and resource-based view of strategy, this study also examines strategic behaviors of triple-play service providers. | |
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| University Students Attitudes Toward Mobile Political Communication By Constantinos-Vasilios Priporas, Ifigeneia Mylona Type: Article Price: $8.50 This study contributes to the limited empirical evidence available about the use of mobile phones as a tool for political communication. The purpose of this study is to investigate the attitudes and personal experiences of undergraduate university students regarding political SMS campaigns in Greece. | |
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| Creative Use Of QR Codes In Consumer Communication By Hairong Li, Xue Dou Type: Article Price: $8.50 This paper introduces and compares three popular easy assess methods for mobile communication—short code, image code and QR code. It further exemplifies the actual use of QR codes with print ads, outdoor advertising, product package, and services in Japan. | |
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| Mobile Advertising: Does Location-Based Advertising Work? Type: Article Price: $8.50 Location-based advertising (LBS) through mobile phones aims to remove geographical and information barriers between consumers and marketplace offerings by reaching shoppers when they are proximate to advertisers’ locations. Though such contextual advertising seems convenient, it may also be perceived as intrusive. This paper examines the effectiveness of such “convenient” advertising through an experiment which manipulates the location in terms of a private – public dimension. | |
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| Mobile Social Networking: The Brand At Play In The Circle Of Friends With Mobile Communities Representing A Strong Opportunity For Brands Type: Article Price: $8.50 This paper offers several “landscapes” of the mobile social networking industry and proposes that brands and retailers collaborate with partners in the mobile ecosystem using a three prong strategy that focuses on engagement using advertising and sponsorships, permitting mobile community participants to become brand advocates, and on transactions. | |
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| M-Health: Using Mobile Phones For Healthy Behaviour Change Type: Article Price: $8.50 Due to the rapid uptake of mobile phones around the globe, many consumers, researchers, clinicians and health services are starting to see their utility in health. As well as a health informatics role in improving the uptake and efficiency of current health services, mobile communication-assisted health care (m-health) also opens opportunities for services that are novel and therapeutic, in particular delivering personal health behaviour change programmes. | |
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| Sold On Mobile Marketing: Effective Wireless Carrier Mobile Advertising And How To Make It Even More So Type: Article Price: $8.50 The mobile environment provides the most dynamic, effective and personal medium for marketing. The mobile phone, the one item that everyone keeps at hand in and out of the house, creates a receptive, convenient tool for receiving mobile advertising. This paper focuses on five of the most outstanding mobile advantages: multiple touchpoints, targeting, incentives, interactive capabilities and realtime triggers. | |
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