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From: Jaana Tähtinen <jaana.tahtinen@oulu.fi>

Special Issue of
International Journal of Internet Marketing and Advertising
4 Issues/Year, ISSN (Online): 1741-8100  –  ISSN (Print): 1477-5212
IJIMA Theme: Mobile Adcommunication

GUEST EDITOR: Jaana Tähtinen, University of Oulu, Finland

CALL FOR PAPERS: Commercial communication sent to and received from mobile hand held devices is among the newest ways of marketers to talk to their customers. Mobile adcommunication continues to grow as mobile technology advances and the penetration of advanced mobile phones increases. Text and multimedia messages are used to communicate with customers, both in consumer and business-to-business markets. In research, the topic has been addressed under such labels as mobile marketing, mobile commerce and/or business, mobile advertising, and mobile adcommunication.

Recent study suggests that no other form of commercial communication shares the exact same essential elements with the mobile form, making it unique and deserving a concept of its own; mobile adcommunication. The distinctive features of m-adcommunication are interactivity of the media, the personal nature of the mobile device, its potential for use in a context-sensitive way, for example when the customer is actually shopping, and its ubiquity and fastness. M-adcommunication as a term highlights the importance of mobile media being used only when it suits well to the purpose of the communication, when the receivers are known to the extent that the messages can be personalised to provide value to them, and when dialogue is possible.

In spite of the rapid increase in studies focusing on mobile adcommunication, the theory development and conceptualisations of mobile means of commercial communication suffer from a lack of attention. The purpose of this special issue is to advance the theory development in this area, and bring forward multiple aspects of the phenomenon. The theme covers all commercial communication delivered via mobile hand held devices (e.g. mobile phones, PDAs). Theoretical (including reviews) and qualitative and quantitative empirical papers from consumers’ and from marketers’ point of view are welcome.

Topics of relevance to this special issue include (but not limited to):

• mobile adcommunication in business to consumers / business to business markets
• word of mouth in mobile adcommunication
• mobile adcommunication as a part of CRM, IMC, or direct marketing
• ethics and legal considerations in mobile adcommunication
• efficiency of mobile adcommunication
• creativity in mobile adcommunication
• mobile adcommunication in non-profit marketing
• service quality of mobile adcommunication
• global issues in mobile adcommunication
• business models within mobile adcommunication
• mobile adcommunication and advertising agencies.

SUBMISSION INSTRUCTIONS

•  A submitted paper must not be under the review of any other journal.
•  Electronic submission is required via the Journal Management System (JMS) .
•  A complete submission must include three separate MS-Word files: (1) the cover letter, (2) the title page, and (3) the manuscript without authors’ names.
•  Each paper will undergo two rounds of double-blind reviews. Any paper fails to meet the required revisions after two rounds of reviews will be rejected unless only minor changes are needed.  (Click here for Acceptance Criteria)
•  Please submit your manuscript with a cover letter/e-mail containing the following imperative statements: ( Click here for a sample cover letter/e-mail.)

1. Title and the central theme of the article.
2. The theme of the Special Issue.
3. Why the material is important in its field and why the material should be published in this Journal.
4. Nomination of up to four recognized experts who would be considered appropriate to review the submission. Please state (1) the names, title, addresses, phone, fax, and email addresses of these reviewers, (2) the expertise of each reviewer relating to your paper, and (3) your relationship with each of them. An attempt will be made to select at least one of the reviewer nominations.
5. The fact that the manuscript contains original unpublished work and is not being submitted for publication elsewhere.

• Note that author name(s) must not appear anywhere else in the manuscript except in the title page and the reference list (if cited). No information can be placed in the properties of the manuscript’s electronic file. Inappropriate submissions will be returned to authors. Factors leading to this action include submission with improper or no cover letter, excessive length, technically inappropriate material, single spaced body of text, subject of no interest to readers, manuscripts simultaneously submitted to other publications, and manuscripts not adhering to author guidelines. Non-English speaking author should have his/her paper proofread by a professional technical writer for grammatical and spelling corrections as well as the readability of the paper, before submitting it to the Guest Editor.
• Accepted papers must follow the guidelines posted at Journal’s website to format the final papers.
• IMPORTANT DATES:

• 1 August, 2006: Due date for full-paper submissions to Journal Special Issue.
• 15 August, 2006: Outcomes of initial screening are returned to authors whose papers are rejected for further reviews.
• 15 October, 2007: Outcomes of 1st-round formal reviews are sent to authors of all papers
•  15 November, 2007: Due date for resubmission of papers required revisions.
•  15 January, 2007: Outcomes of 2nd-round formal reviews are sent to authors of resubmitted papers.
• 1 February, 2007: Due date for resubmission of papers required only minor revisions.
• 15 February, 2007: Outcomes of 3rd-round formal reviews are sent to authors of resubmitted papers.
• 1 March, 2007: Due date for authors to submit properly-formatted copies for all accepted papers.

For any questions, please contact:
Acting prof. Jaana Tähtinen
Guest Editor
E-mail: jaana.tahtinen@oulu.fi

This CFP can be found also:

For more information on the Journal visit the IJIMA web site: