Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall

The final publication is available at Springer via http://dx.doi.org/10.1007/s11199-007-9300-7

Detalles Bibliográficos
Autor: Okazaki, Shintaro
Tipo de recurso: artículo
Fecha de publicación:2007
País:España
Institución:Universidad Autónoma de Madrid
Repositorio:Biblos-e Archivo. Repositorio Institucional de la UAM
Idioma:inglés
OAI Identifier:oai:repositorio.uam.es:10486/669198
Acceso en línea:http://hdl.handle.net/10486/669198
https://dx.doi.org/10.1007/s11199-007-9300-7
Access Level:acceso abierto
Palabra clave:Advertising
Attitude
Internet
Mobile device
Economía
Empresa
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spelling Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recallOkazaki, ShintaroOkazaki, ShintaroAdvertisingAttitudeInternetMobile deviceEconomíaEmpresaThe final publication is available at Springer via http://dx.doi.org/10.1007/s11199-007-9300-7Abstract This study examines how gender affects mobile advertising acceptance in Japan. Drawing upon cultural, socioeconomic, and industry-specific factors, five hypoth- eses and two research questions are formulated for four dependent variables (trust, attitude toward the ad, attitude toward the brand, and ad recall) and two independent variables (gender and ad type). User frequency was considered a covariate. An empirical survey was conducted in Japan: Forty thousand respondents were randomly selected, and 3,254 responses were received. Two mobile campaigns (one durable and one nondurable good) were used as stimuli. Multivariate data analysis found significant multivariate effects as well as univariate effects. There was a significant interaction effect of gender and ad type on ad recall. In closing, the study’s implications are discussed.© Springer Science + Business Media, LLC 2007Facultad de Ciencias Económicas y Empresariales20072007-12-01research articlehttp://purl.org/coar/resource_type/c_2df8fbb1AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10486/669198https://dx.doi.org/10.1007/s11199-007-9300-7reponame:Biblos-e Archivo. Repositorio Institucional de la UAMinstname:Universidad Autónoma de MadridInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.uam.es:10486/6691982026-06-23T12:46:27Z
dc.title.none.fl_str_mv Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
title Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
spellingShingle Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
Okazaki, Shintaro
Advertising
Attitude
Internet
Mobile device
Economía
Empresa
title_short Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
title_full Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
title_fullStr Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
title_full_unstemmed Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
title_sort Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
dc.creator.none.fl_str_mv Okazaki, Shintaro
Okazaki, Shintaro
author Okazaki, Shintaro
author_facet Okazaki, Shintaro
author_role author
dc.contributor.none.fl_str_mv Facultad de Ciencias Económicas y Empresariales
dc.subject.none.fl_str_mv Advertising
Attitude
Internet
Mobile device
Economía
Empresa
topic Advertising
Attitude
Internet
Mobile device
Economía
Empresa
description The final publication is available at Springer via http://dx.doi.org/10.1007/s11199-007-9300-7
publishDate 2007
dc.date.none.fl_str_mv 2007
2007-12-01
dc.type.none.fl_str_mv research article
http://purl.org/coar/resource_type/c_2df8fbb1
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10486/669198
https://dx.doi.org/10.1007/s11199-007-9300-7
url http://hdl.handle.net/10486/669198
https://dx.doi.org/10.1007/s11199-007-9300-7
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv © Springer Science + Business Media, LLC 2007
publisher.none.fl_str_mv © Springer Science + Business Media, LLC 2007
dc.source.none.fl_str_mv reponame:Biblos-e Archivo. Repositorio Institucional de la UAM
instname:Universidad Autónoma de Madrid
instname_str Universidad Autónoma de Madrid
reponame_str Biblos-e Archivo. Repositorio Institucional de la UAM
collection Biblos-e Archivo. Repositorio Institucional de la UAM
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repository.mail.fl_str_mv
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