Publications

Mobile Marketing: How to leverage the mobile channel for marketing

Mobile Marketing: How to leverage the mobile channel for marketing

There are nearly 2.5 billion mobile subscribers worldwide with mobile penetration rates exceeding 100 percent in many industrialized nations. The ...
/ Courses
International Journal of Mobile Marketing Cover Vol 2 No 1

International Journal of Mobile Marketing (IJMM) Vol. 2 No. 1 Editors’ Letter

Coauthored by Michael Hanley and Michael Becker Much like the milestones being reached and exceeded seemingly daily in the mobile ...
Hispanic Mobile Telephony Trends

Hispanic Mobile Telephony Trends

Hispanics account for approximately 15% of the US population, are the fastest growing ethnic minority, and in some border states ...
/ Articles, Hispanic, Trends
Customer Experience and Mobile Marketing

Customer Experience and Mobile Marketing

In a very short period, the mobile phone has rapidly become an essential communication channel used daily by billions around ...
/ Articles
International Journal of Mobile Marketing (IJMM) Vol. 1 No. 2 Editors' Letter

International Journal of Mobile Marketing (IJMM) Vol. 1 No. 2 Editors’ Letter

Coauthored by Michael Hanley and Michael Becker The response from the mobile marketing industry and academic researchers to the premier ...
Mediating effects of Privacy & Preferences Management on Trust and Consumer Participation in SMS Based Mobile Marketing Initiatives: Part One of Two

Mediating effects of Privacy & Preferences Management on Trust and Consumer Participation in SMS Based Mobile Marketing Initiatives: Part One of Two


Over the past few years, consumer adoption of mobile phones has swelled and along with it a new channel of ...
/ Articles, SMS, Trust
Understanding the Common Short Code: Its Use, Administration, and Tactical Elements

Understanding the Common Short Code: Its Use, Administration, and Tactical Elements

With the proliferation and fragmentation of media touch points, consumers are becoming harder and harder to reach effectively. Marketers, brands, ...
/ Articles, Common Short Codes
Mobile Marketing Research Priorities: Roadmap to Engaging the “Connected Customer”

Mobile Marketing Research Priorities: Roadmap to Engaging the “Connected Customer”

“…the ‘connected customer’ era may change the paradigm for effective marketing strategy.”(Marketing Science Institute 2006) Consumers and business customers are ...
International Journal of Mobile Marketing (IJMM) Vol. 1 No. 1 Factors Influencing Mobile Advertising: Will Incentives Motivate College Students to Accept Mobile Advertisements

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 ...
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