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

Shintaro Okazaki, Akihiro Katsukura and Mamoru Nishiyama

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.

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

Shintaro OkazakiUniversidad Autónoma de MadridAkihiro KatsukuraDentsu Inc.Mamoru NishiyamaDentsu Inc.
Researchers and practitioners agree that the most explosive growth...

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