June, 2006

International Journal of Mobile Marketing (IJMM) Vol. 1 No. 1 Factors Influencing Mobile Advertising: Will Incentives Motivate College Students to Accept Mobile Advertisements

Reviewer’s Note: This study employs an online survey to validate mobile advertising acceptance factors and the types of incentives needed to motivate college students to accept advertisements on their cell phones. Results showed that college students would consider accepting ads on their cell phones if specific cell phone and delivery conditions were met or free […]

International Journal of Mobile Marketing (IJMM) Vol. 1 No. 1 Editors Letter

The writings of academics and practicing managers can take many forms and can serve many purposes. For instance, conceptual pieces are used to espouse ideas, case studies and white papers are used to explain concepts and establish position, and research articles are used to detail the solution to problems, explain phenomena, and demonstrate the validity […]