MANAGEMENT SLANT
- As more users migrate to mobile platforms from more traditional media, telecommunications, and entertainment devices, advertisers must comprehend potential changes in consumer trust.
- Younger adults use mobile platforms much more frequently than all others. Conversely, older adults use television more and mobile less. Armed with this knowledge, advertisers better can target relevant age groups.
- Findings demonstrate the effect advertising platforms have on advertising effectiveness. A platform brokers advertising to a consumer; thus, trust in advertising may result from that consumer’s interaction with the platform.
INTRODUCTION
Advertising spending in the U.S. has been increasing steadily since...