search query: @author Okazaki, S. / total: 8
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| Author: | Okazaki, S. Katsukura, A. Nishiyama, M. |
| Title: | How mobile advertising works: the role of trust in improving attitudes and recall |
| Journal: | Journal of Advertising Research
2007 : VOL. 47:2, p. 165-178 |
| Index terms: | Japan mobile commerce |
| Freeterms: | mobile advertising mobile campaign |
| Language: | eng |
| Abstract: | The paper explores the question how does trust affect consumer attitudes and recall in mobile advertising. Using a mobile push messaging service in Japan, "pseudo" advertisements and a subsequent questionnaire were sent to opt-in mobile users to test structural model. Findings suggest that a mobile campaign's recall largely depends on perceptions of both the medium and the advertised content, and that the effects of mobile advertising trust on attitude toward mobile advertising were stronger than those of other relationships. |
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