Publications

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

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 ...
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Mobile Ecosystem & Strategic Alliances: Practice, Elements, and Framework

Mobile Ecosystem & Strategic Alliances: Practice, Elements, and Framework

The mobile age is upon us and the use of strategic alliances amongst the players within the mobile ecosystem is ...
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/ Articles, Mobile Marketing
Developing an Understanding of Mobile Commerce: A Review Billed to Phone Payment Methods

Developing an Understanding of Mobile Commerce: A Review Billed to Phone Payment Methods

In the last six to ten years the mobile channel, which is used for marketing, services and content distribution, and ...
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/ Articles, mCommerce
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