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Call for Papers
International Journal of Mobile Marketing
Special Section on Mobile Marketing and Advertising in China

Submission Deadline: April 30, 2012
Special Section Editor: Hairong Li, Michigan State University

Manuscripts are solicited for a special section of the International Journal of Mobile Marketing devoted to mobile marketing and advertising issues in China. Authors may submit empirical or theoretical papers, including literature reviews that offer strong theoretical frameworks for research programs, content analyses, surveys, and experiments.

Topics to Consider

The use of the mobile channel for marketing and advertising is a growing worldwide phenomenon. Commercial mobile marketing initiatives began in 1997 and published research on the topic first appeared in 2001. Since then, the field of mobile marketing has drawn the attention of academics, students, and industry professionals. In order to help guide and influence academic studies and commercial use of mobile marketing, contributed papers should provide insight into the theoretical basis and practical application of mobile marketing. Authors may consider, but are not limited to, the following topics in China or in multiple countries involving China:

• Review of industry typology and definitions
• Mobile marketing theory, frameworks, constructs, and concepts
• Research methodologies and models suitable for studying mobile marketing
• Effectiveness of mobile marketing across various traditional media channels, i.e. the mobile enhancement of traditional media
• Mobile customer relationship management
• Effectiveness of mobile content, such as ringtones, mobile TV, video, images, etc., within the marketing mix
• Application of multimedia within mobile marketing initiatives
• M-commerce as it pertains to the marketing mix
• Analysis of the various delivery methods: SMS, MMS, mobile internet, IR, IM, Bluetooth, mobile email, and mobile portals
• Use of mobile channel for philanthropy or social marketing
• Demystification of the technology and elements needed to enhance mobile marketing adoption
• Effective methods for bringing mobile marketing academic research to professionals
• Analysis of future trends and impact of global, environmental, cultural, and/or political activities on mobile marketing

SUBMISSIONS

Submissions should be emailed to IJMM Special Section Editor Hairong Li at hairong@msu.edu. Feel free to contact Special Section Editor Hairong Li or the IJMM Editor-in-Chief Michael Hanley at mmajournal@mmaglobal.com about the appropriateness of a topic before submitting a paper for publication.

IJMM Article Submission Guidelines

All relevant papers that further the understanding of mobile marketing in China or in multiple countries involving China will be considered for publication. Only complete submissions will be considered. Each submission will undergo one or more blind reviews. Any paper that fails to meet the required revisions after two rounds of reviews will be rejected unless only minor changes are needed. Final, complete, manuscript submissions may be submitted at any time but must be received by the MMA no later than April 30, 2012.

All submitted papers must be original, not under review by any other journal, used as a corporate white paper, or published in any public or private forum. Submissions must be thoroughly edited complete manuscripts (not proposals) in English, 4,000~5,000 words in length, with only necessary figures and tables. Each submission must be submitted in Microsoft Word, including a cover letter and the complete manuscript.

A cover letter should include: Statement of originality, stating that the submitted article contains original unpublished work, is not being submitted for publication elsewhere, and that the author(s) has authority to publish all content, images, diagrams, and related material contained within the work. Clear attribution to any research sponsor or organization if any. An explanation of why the material is important to the field of mobile marketing and why it should be published in the IJMM, bulleted summary of top three (3) findings.

The complete manuscript should include a cover page to list the title of the article and contact information of all contributing authors, including names, mailing addresses, email address, and phone numbers, with one author designated as the corresponding author. Academic papers should provide abstract, 3-5 keywords, introduction, literature review, research design and methodology, results, findings, discussion, limitations and future research, and citations (variations on these sections will be accepted depending on the nature of the work). Articles provided by industry professionals, i.e. non-academics, may be editorial in nature, however, they may not be advertorials or promotional pieces; all work must be cited.

Citations should follow the American Psychological Association (APA) style (). Authors should provide an electronic file containing the article’s citations along with their submission, which will be used by the MMA for future citations analysis.

International Journal of Mobile Marketing

The award winning MMA International Journal of Mobile Marketing (IJMM) is published twice annually. The journal provides a medium for academics, students, and industry professionals from around the world to share their insights and research on how the mobile channel can be effectively used for marketing. More information is available at

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