Over the last quarter century, there has been an undercurrent of activity that has affected the direction, role, and practice of marketing. The practice of marketing is going through a…
There are nearly 2.5 billion mobile subscribers worldwide with mobile penetration rates exceeding 100 percent in many industrialized nations. The growing use of mobile phones is changing our cultural and…
Coauthored by Michael Hanley and Michael Becker Much like the milestones being reached and exceeded seemingly daily in the mobile marketing industry, this journal reaches a milestone of its own…
Hispanics account for approximately 15% of the US population, are the fastest growing ethnic minority, and in some border states (e.g., Texas) will represent a majority of the population by…
In a very short period, the mobile phone has rapidly become an essential communication channel used daily by billions around the world and it is poised to become a dominant…
This article is the second part to the November 2006 article “Mediating effects of Privacy & Preferences Management on Trust and Consumer Participation in SMS Based Mobile Marketing Initiatives: Part…
Coauthored by Michael Hanley and Michael Becker The response from the mobile marketing industry and academic researchers to the premier issue, June. 2006, of this journal, has been very positive….
Over the past few years, consumer adoption of mobile phones has swelled and along with it a new channel of marketing has emerged. Marketers have shown increasing interest in communicating…
With the proliferation and fragmentation of media touch points, consumers are becoming harder and harder to reach effectively. Marketers, brands, enterprises, ad agencies, and content owners have recognized the absolute…
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