How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall

ABSTRACT

How does trust affect consumer attitudes and recall in mobile advertising? This study explores this question by conducting a large-scale “pseudo” mobile advertising campaign in Japan. Two “real” brands (one durable and one nondurable good) of major Japanese manufacturers were used as study stimuli. Using a push messaging service, both a campaign message and a subsequent questionnaire for each brand were sent to 40,000 opt-in...