Calls for papers


International Journal of Electronic Business
International Journal of Electronic Business


Special issue on: “Mobile Marketing: Requirements, Opportunities, and Challenges”

Guest Editors: Indranil Bose and Patrick Y.K. Chau, The University of Hong Kong

Mobile marketing as a branch of mobile commerce refers to marketing activities conducted using mobile technologies. This ranges from advertising of products and services on mobile devices to discounting and promotions using the mobile communication medium. Like other applications of mobile commerce, the emergence and development of mobile marketing is triggered by the ubiquity of mobile devices and the advancement in mobile communication technologies. Mobile marketing is different from other form of marketing activities due to its ability to reach people anywhere, and anytime with timely, location-sensitive and device adaptive advertising and promotions.

This special issue will focus on advancing research in mobile marketing by publishing forward-thinking, rigorous research that concentrates on designing, managing, and evaluating mobile marketing activities in today’s rapidly changing electronic business environment. The special issue encourages research examining different types of problems encountered in mobile marketing ranging from strategic or operational decision making to technical issues that occur in the execution of the marketing activities. Research from diverse academic disciplines such as operations management, information systems, marketing, strategic management, organisational behavior, and technology management are welcome.

Subject Coverage
Topics of relevance for the special issue include (but are not limited to) the following:
  • Consumers’ perception and attitudes toward mobile marketing
  • Role of context in mobile marketing
  • Technologies that support and enhance mobile marketing
  • Architectures and frameworks for mobile marketing
  • Mobile marketing models
  • Personalisation in mobile marketing
  • Customer profiling in mobile marketing
  • Customer targeting
  • Evaluation of mobile marketing activities and systems
  • Design and implementation of mobile marketing systems
  • Agent based mobile marketing systems
  • Critical success/failure factors of mobile marketing
  • Content design of mobile advertising and promotions
  • Security and privacy issues in mobile marketing
  • Assessment and metrics for mobile marketing
  • Case studies in mobile marketing

Notes for Prospective Authors
A submitted paper must not have been published, accepted for publication, or presently be under consideration for publication elsewhere. A standard double-blind review process will be used to select papers for the special issue. Any paper that fails to meet the required revisions after the reviews will be rejected.

Electronic submission is required. The manuscript in PDF format must be emailed to the guest editor. A complete submission must include three separate PDF files: (1) the cover letter, (2) the title page, and (3) the manuscript without authors' names. Please specify “IJEB Special Issue Submission” in the “Subject” of your e-mail message.

The submitted manuscripts should follow the formatting guidelines outlined in the “Paper submission requirements" available on the IJEB web site at Authors of accepted papers must follow the guidelines posted on the same web site for formatting the final version of their paper. For more information about the journal please visit the IJEB web site at
Important Dates

Due date for full paper submissions: 31 January, 2007

Outcomes of initial screening sent to authors whose papers are rejected in the first round. First round reviews begin for remaining papers: 28 February 2007

Outcomes of first round reviews are sent to corresponding authors: 30 May 2007

Due date for resubmission of papers with required revisions: 31 July 2007

Final decision: 30 September 2007

Due date for authors of accepted papers to submit papers formatted according to instructions: 31 October 2007