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

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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