A special issue of International Journal of Internet Marketing and Advertising
Commercial communication sent to and received with mobile hand held devices (e.g. mobile phones, PDAs) is among the newest ways for marketers to communicate and even interact with their customers. Mobile advertising and communication continues to grow as mobile technology advances and the penetration of sophisticated mobile phones increases. Also, developments in telecommunication networks and internet technologies enable more interactive mobile advertising and communication campaigns.
Currently, text and multimedia messages are used to communicate with customers, both in consumer and business-to-business markets. Even mobile advertising games have been introduced to the market. In research, the topic has been addressed under such labels as mobile marketing, mobile CRM, mobile commerce and/or business and mobile advertising.
Recent studies have suggested that no other form of commercial communication shares the exact same essential elements with the mobile form, making it unique and deserving of more rigorous research. The distinctive features of mobile advertising and communication are interactivity of the media, the personal and ubiquitous nature of the mobile device and services, and its context-sensitivity, for example when the customer is actually shopping.
Regardless of the rapid increase in studies focusing on mobile advertising and communication, 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 and overlapping aspects of the phenomenon. The theme covers all commercial communication delivered via mobile hand held devices. Theoretical (including reviews) and qualitative and quantitative empirical papers from consumers' and marketers' points of view are welcome.
Topics of relevance to this special issue include, but are not limited to:
- Mobile advertising and communication in business-to-consumers/business-to-business markets and in non-profit marketing
- Word-of-mouth in mobile context
- Mobile advertising and communication as a part of CRM and IMC
- Ethics and legal considerations in mobile advertising and communication
- Efficiency and creativity of mobile advertising and communication
- Role of mobile advertising and communication in service quality and recovery
- Mobile games as an advertising forum
- Extension of the social web (2.0) into mobile sphere
- Young consumers and mobile advertising and communication
- Acceptance and usage of mobile advertising and communication
- Search engine marketing coupled with mobile advertising and communication
- Business models within mobile advertising and communication
- Digital media and advertising agencies and mobile advertising and communication
- Global issues in mobile advertising and communication
Due date for full-paper submissions: 15 April, 2008
Outcomes of initial screening are returned to authors whose papers are rejected for further reviews: 1 May, 2008
Outcomes of 1st-round formal reviews are sent to authors of all papers: 1 July, 2008
Due date for resubmission of papers required revisions: 1 September, 2008
Outcomes of 2nd-round formal reviews are sent to authors of resubmitted papers: 1 October, 2008
Due date for resubmission of papers required only minor revisions.: 1 November, 2008
Outcomes of 3rd-round formal reviews are sent to authors of resubmitted papers: 15 November, 2008
Due date for authors to submit properly-formatted copies for all accepted papers: 1 December, 2008