June, 2008

International Journal of Mobile Marketing (IJMM) Vol. 3 No. 1 Cell Phone Usage And Advertising Acceptance Among College Students: A Four-Year Analysis

Coauthored by Michael Hanley and Michael Becker Abstract: This study employs five online surveys conducted over a four-year period to investigate college student cell phone usage, and mobile advertising acceptance. Results show that incentives are a key motivating factor for cell phone advertising acceptance; students are receiving more ads, but annoyance has not increased; consumption […]

International Journal of Mobile Marketing Vol. 3 No. 1 Editors’ Letter

Coauthored by Michael Hanley and Michael Becker. No one said creating a mobile channel would be easy Depending on your point of view and which consumer, direct, channel, advertising or trade and research marketing publication you read, the mobile channel (which embodies a collection of disparate, but integrated, players and technologies) is either poised to […]