9-etu-mobile advertising and brand trust

8/10/2019 9-Etu-mobile Advertising and Brand Trust

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How Mobile Advertising Works The Roie of

Trust in Improving Attitudes and Recall

OK Z KI

de Madrid

KIHIRO K TSUKUR

dentsu.co.jp

How does trust affect consumer attitudes and recall in mobile advertising? This study

explores this question by conducting a large-scale pseu do mobile advertising

campaign in Japan. Two real brands (one durable and one nondurable good) of

major Japanese manufacturers were used as study stimuli. Using a push messaging

service, both a campaign message and a subsequent questionnaire for each brand

were sent to 40,000 opt-in mobile users. Five primary constructs were examined:

brand trust, mobile advertising trust, attitude toward brand, attitude toward mobile

advertising, and mobile campaign recall. 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. The path from attitude toward brand

to mobile campaign recall was notably and statistically stronger for the durable good

sample than for the nondurable good sample. Only in the durable good sample is

attitude toward brand a mediating variable in linking attitude toward mobile advertising

and mobile campaign recall. This study offers a basic but useful research framework

for a mobile-based online survey.

R E S E A R C H E R S A N D PRACT I T I ONE RS AG RE E th t th e

most explosive growth in telecommunications has

occurred in internet and mobile telephone ser-

vices (Lehr and McKnight, 2003). Combining these

two technologies, the internet-enabled mobile de-

vice has become one of the most promising ad-

vertising media around (Okazaki, 2006). For

example, SMS (short message service) direct mar-

keting is a popular campaign method worldwide,

with consumer spending in the United Kingdom

reaching 58 million messages per day in 2004

(Trappey and Woodside, 2005). The trend has mi-

grated to the United States as well. McDonald's

conducted an SMS-TV direct marketing campaign

in conjunction with a popular song contest pro-

gram, offering concert tickets and backstage passes.

Coca-Cola executed a text message campaign for

college students in which a number printed on a

Diet Coke can could be used as an entry in the

Coca-Cola Grand Sweepstakes Competition. Ac

cording to Mullman (2006), as many as 8 percen

of 18- to 2]-year-olds have mobile phones, and

most of them are likely to participate in TV o

radio polls, purchase ring tones, play games, and

send text messages.

On the other hand, SMS is not used in Japan a

widely as in Western markets. Instead, an email

compatible version of mobile mail is commonly

used in NTT DoCoMo's i-mode, which has been

cited as by far the most successful and mos

comprehensive example of m-commerce today

(Sadeh, 2002, p. 5). While widely used for deliv

ering digital content such as ring-tones/songs

news,

weather reports, travel and traffic reports

games, standby displays, and animated video

this service allows users to transmit em ail of up to


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HOW MOBILE DVERTISING WORKS

10,000 alphanumeric characters or 10,000

bytes (NTT DoCoMo, 2006). For promo-

tional cam paign s, i-mode offers Message

F (Free), which is a push-type service

delivering advertising exclusively to opt-in

users.

Advertisements are delivered to a

designated Message F inbox, and users

are exempt from the normal packet trans-

mission charges. This Message F can be

sent to specific regional, gender, or age

groups, thus allowing firms to target mes-

sages to selected segments (D2 Commu-

nications, 2005). In addition, an image

attachment service begun in July 2005 sup-

ports the transmission of images, logos,

and other visual effects up to 8KB per

message (192 X 192 pixels in JPEG or

G I F .

In 2006, major Japane se mob ile car-

riers are beginning to launch m obile ha nd-

sets that can receive terrestrial digital

broadcasting signals in addition to con-

ventional analog signals, thus enabling

firms to take advan tage of interactive pre-

sentations with static, animated, and/or

broadcast images (NTT DoCoMo, 2005).

Hence, the use of SMS as a reference

point for mobile advertising may no lon-

ger provide a realistic impression. How-

ever, there is little, if any, empirical

evidence as to the question of how mobile

advertising works in a more enhanced

environment. Our primary objective here

is to close this research gap through an

experimental study of mobile advertising

campaigns. The study consisted of trans-

mitting pseud o mobile advertisements

of popular Japanese brands, one a dura-

ble good and the other a nondurable good,

to opt-in users. The advertisements con-

tained both textual and v isual parts, which

is more consistent with currently prevail-

ing mobile technology that enables firms

to use rich digital content rather than

simple text-based m essages. One week af-

ter sending the advertisements, we sent a

structured questionnaire to the same users

in an attempt to examine their level of

acceptance. The study set out to examine

five primary constructs: trust toward the

advertised brand, trust toward mobile ad-

vertising, attitude toward brand, attitude

toward mobile advertising, and mobile

campaign recall.

In what follows, we first critically re-

view the extant literature on mobile ad-

vertising research, then establish the

theoretical framework of the study. On

this base, research hypotheses are pro-

posed. Following a detailed explanation

of the methodology, we present the study

results and discuss the implications of

the study while recognizing important

limitations.

DV NCES IN MOBILE DVERTISING

RESE RCH

One of the benefits of a mobile-based

campaign is its capacity to attract con-

sumer attention and increase consumer

responses through a one-to-one dia-

logue with customers (Kavassalis et al.,

2003).

This matches the characteristics of

the mobile phone: a highly portable com-

munication device with ubiquitous data

transmission capability. In recent years,

higher-capacity 3G technologies have re-

sponded to more specific information

needs by offering always-on service with

more interactive and location-based appli-

cations (Perlado and Barwise, 2004). So

far, however, with the exception of some

Asia Pacific countries, SMS has been the

most common platform for mobile adver-

tising (Kavassalis et al., 2003) and there-

fore the most studied application. Table 1

summarizes the recent advances in mo-

bile advertising research.

In a pioneering study, Barwise and

Strong (2002) conducted a trial of

permission-based SMS message adver-

tising in the United Kingdom. On re-

cruitment, respondents were paid cash

incentives and received more than 100

messages in the six-week trial period. Al-

most all respondents were satisfied or

satisfied. The study found that

8 1

pe

read all messages, 63 percent respon

or took action, and 17 percent forwa

at least one message. Surprisingly, as m

as 84 percent of respondents were li

to recommend the service to their frie

whereas only 7 percent were likely

abandon the service.

That research was later corroborate

Rettie, Grandcolas, and Deakins (20

who conducted a study based on r

mobile advertising campaigns that

place between October 2001 and Jan

2002. In total, the researchers condu

5,401 telephone interviews regarding

different campaigns and found that

overall acceptability of SMS adverti

was 44 percent, with an average resp

rate of

2 5

percentmuch higher than e

marketing. Acceptability was also sig

cantly correlated with campaign inte

campaign relevance, and monetary in

tives. Similarly, sporadic industry surv

report a rather optimistic blueprint.

experimental survey conducted by E

son indicates that 60 percent of cons

ers liked receiving mobile advertis

while Quios found that the level of re

nition of mobile advertising was sur

ingly high: 79 percent of particip

recalled 60 percent of the adverti

(Bames, 2002).

In contrast, a study conducted by Ts

H o ,

and Liang (2004) reveals less en

siastic attitudes toward mobile adve

ing among Taiwanese. Their struct

model included both utilitarian and

periential factors affecting consum

attitude toward permission-based SMS

vertising. It was found that (1) consum

generally have negative attitudes tow

mobile advertising unless they have b

informed and have preconsented

opted-in) to the advertisements, and

there seems to be a direct and pos

relationship between consum ers' attit


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HOW MOBILE ADVERTISING WORKS

ng (2002 )

g (2005 )

Research

Topic

Adoption of

permission-

based push

advertising

Perceptions

of pull-type

advert is ing

platform

Adoption of

SMS

advertising

Adoption of

SMS

advertising

Adoption of

m-commerce

(including

advertising)

Satisfaction in

m-commerce

(including

advertising)

Loyalty in

m-commerce

(including

advertising)

Population

General

consumers

General

consumers

Mobile

internet

users

General

consumers

General

consumers

-H mobile banking

users + students

Mobile

site users

University

students

- ge neral

consumers

Size

500

800

430

5,401

850

116

25 5

Sample

Age

1 6 - 3 0

n.a.=

Under 30

(85 )

Unknown

Under 39

(82 )

Under 41

(average:

24 )

1 8 - 3 9

Gender

M a l e /

Female

50 /50

n.a.

Unknown

Unknown

76 /24

5 9 /4 1

Occupation

Unknown

Students,

office workers,

housewives.

professionals.

etc.

Students

(60 )

Unknown

Students,

office workers.

etc.

Unknown

Students,

high-firm

employees.

and insurance

employees

Response

Rate

1 0 0

8.0

8 8 . 3

25

3 6 . 7

n.a.

n.a.

(quota

sample)

Methodology

Survey

P & P

P&P

P&P

Phone

interview

P&P

P&P

P&P

Scale

Type

Interval

scale

7-point

Likert

7-point

Likert

Ordinal

7-point

Likert

7-point

Likert

7-point

Likert

Reliability

Assessment

CFA,'' a

C F A , a

C F A ,

a

n.a.

CFA

C F A ,

CFA

P = paper-and-pencil survey

= confirmatory factor analysis

tinguishes this study from other empirical

studies carried out in recent years.

Much less attention has been paid to

web-based pull ad vertising. Okazaki

(2004) exam ined the factors influencing

consumers' motives to click text banner

advertisements in the i-mode mobile ad-

vertising platform known as Tokusuru

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Menu . This platform is included in an

official i-mode menu, which enables sub-

scribers to freely access the promotional

information delivered by various compa-

nies. He found that three constructs

content credibility, infotainment, and

irritationaffected the formation of atti-

tudes toward wireless advertisements,

which in turn determined tbe level of

intention to click the advertisements. In-

terestingly, tbe demographic analysis re-

vealed that tbe unmarried working youth

segment has a higher propensity to access

such pull mobile advertisements.

THEORETIC L FR MEWORK

Trust as a factor determining mobile

advertising acceptance

Traditionally, the relevance and credibil-

ity of advertisements have been consid-

ered important mediators of advertising

effects (MacKenzie and Lutz, 1989). In

particular, perceived trust can be seen as

consumer feedback, reflecting individu-

a l s

determination of whether the im-

parted information is true or false. Trust

becomes crucial when consumers must

make decisions or take action on the basis

of uncertain information. On the internet,

however, it may be seen as more difficult

to distinguish between more and less trust-

worthy information because, as is not the

case with traditional media, much of the

content of online information is not sub-

ject to governmental or ethical regulation

(Eastin, 2001). In tbis light, Hoffman, No-

vak, and Peralta (1999) claim that a fun-

damental mistrust by customers of online

business lends support to the view of

some separation between brand identity

and brand experience. Tbis lack of faith

in the unregulated flow of information

presents a similar problem for those seek-

ing information via mobile devices.

In this vein, Sadeh (2002) points out

that the success factors associated with

the i-mode m-commerce portal are precur-

sors of future internet business m odels, in

wbicb value will be created through con-

venience, ease of use, and compelling con-

tent tbat users will be willing to pay for.

Mobile users are likely to choose to open

mobile advertisements out of curiosity,

but they must then decide whether to

further access mobile campaign sites. Such

a decision must be made mainly on tbe

basis of trust in the advertisement and in

the advertised brand. Therefore, trust

should be conceptualized as consisting of

two different constructs, brand trust and

mobile advertising trust, both of which

affect users' choice to open push mobile

advertising. The users are likely to do so

only when they perceive both the me-

dium and the content to be nondeceptive

and trustworthy.

Trust as a factor determining online

branding effectiveness

Mylonopoulos and Doukidis (2003) argue

tbat mobile advertising via email or SMS

is effective in enhancing brand awareness

and customer loyalty. Hence, tbere is strong

evidence that many firms actually use

mobile advertising for branding pur-

poses. Okazaki (2005) interviewed 53 se-

nior executives of multinationals operating

in European markets and found that tbe

creation and enhancement of brands are

tbe most important motives for multi-

national corporations to adopt mobile ad-

vertising in international markets. This is

consistent with Sultan and Rohm (2005),

who argue, Mobile marketing creates new

opportunities for companies to form or

shift consumer attitudes toward a brand

through the use of value-added content

p .

85).

There is evidence that a growing num-

ber of firms actually use mobile advertis-

ing in brand promotion. For example,

McDonald's offers three different types of

mobile coupons on three different plat-

forms, from the basic text-only SMS ver-

sion to the graphically rich version

i s ,

fully trackable and rede emab le, all

out any point-of-sale hardware or

ware requirements (iMedia Connec

2005a). DreamWorks Home Enter

ment used a viral campaign for the D

of the film

Th e R i n ^

that operate

mobile phones and email accounts.

tors to the campaign site were invite

scare their friends by entering their

address and mobile telephone num

Tbe site then sent them an email, inv

them to click on a link and watch

video (iMedia C onnection, 2005b). Ad

enables consumers to download pop

athletes' pbotos on a mobile site and

itally superimpose their own pboto

those im ages (Sultan an d Rohm, 200

Japan, Kirin MC Danon Waters Co.

launched a campaign for Volvic mi

water in wbicb consumers enter a sw

stake contest in mobile phones wi

serial bottle nu mb er (Senden K aigi, 2

P&G sends a sample of the Pantene b

shampoo to users who respond to

mobile advertising in i-mode (Se

Kaigi, 2004).

The success of these branding e

ples, however, appears to depend on

distance between brand identity and b

reputation. That is, tbe more consu

trust the brand, the smaller tbe incon

ity between what firms intend to e

lish and what consumers identify

the brand (Jevons and Gabbott, 20

Hence, in tbe context of mobile adve

ing, trust plays a crucial role in obtai

desired consumer responses.

ttitude formation and mobile

campaign recall

An attitude toward an object can be

fined as an individual's internal ev

tion of it on tbe basis of his or her be

(Fishbein a nd Ajzen, 1975). In other w

beliefs determine tbe basic form of

attitude, which in turn triggers behav


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HOW MOB ILE DVERTISING WORKS

A mobile advertisement can be seen as

orable or unfavorable attitudes, irrespec-

However, a company's ultimate goal of

e advertising, bu t the formulation of an

neglected tbe importance of brand

despite empirical and theoretical

Karahanna, and Straub,

2003;

Kim and

Benbasat, 2003), including m-commerce

(Lin and Wang, 2006).

RESEARCH HYPOTHESES

On the basis of tbe preceding arguments,

tbis study proposes to examine trust in

tbe advertised content and in the adver-

tising medium, given that brand trust and

mobile advertising trust affect favorable

attitudes toward tbe advertisement and

tbe brand, respectively. Both attitudes, in

turn, are hypothesized to directly and

positively influence the level of mobile

campaign recall. Tbus, the following hy-

potbeses are suggested:

H I :

Mobile advertising trust directly

and positively affects attitudes to-

ward mobile advertising.

H 2 :

Brand trust directly and posi-

tively affects attitudes toward

brand.

H 3 :

Mobile advertising trust directly

and positively affects attitude to-

ward brand.

H 4 :

Attitude toward mobile advertis-

ing directly and positively affects

attitude toward brand.

H 5 : Attitude toward mobile advertis-

ing directly and positively affects

mobile campaign recall.

At the same time, we posit tbat attitude

toward brand would

a c t a s a

mediating vari-

able in linking attitude toward mobile ad-

vertising and m obile campaign recall. This

is because the growing use of mobile ad-

vertising suggests that practitioners may in-

tuitively believe that favorable p erceptions

of the advertising will lead to favorable per-

ceptions of the brand advertised, which

could achieve their ultimate goal: a higher

level of mobile campaign recall. This sug-

gests the following and final hypotheses:

H 6 :

Attitude toward brand directly

and positively affects mo bile cam-

paign recall.

H 7 :

Tbe relationship between atti

tude toward mobile advertising

and mobile campaign recall is me-

diated by attitude toward brand

Figure 1 shows our research model.

METHODOLOGY

Pseudo mobile campaign

This study w as organized into two phases

(1) transmission of the pseudo mobile cam-

paign, and (2) questionnaire survey via

mobile device (Figure 2 . In tbe first phase

we sent mobile advertisements that con-

tained pseudo-campaign messages with

hyperlinks to access further campaign

information on the mobile site. D2 Com-

mun ications (D2C), tbe largest mobile ad-

vertising agency in Japan, collaborated in

tbis study by creating the pseudo adver-

tisem ents. It offered its Message F, a

push service that delivers textual and vi

sual information from advertisers to opt-in

users only. Tbis service bas been success

fully used as a campaign tool by many

firms, such as P&G, Sapporo Beer, and

Panasonic (Senden Kaigi, 2004).

In addition, we contacted two large Jap

anese manufacturers, both listed in tbe

first section of tbe Tokyo Stock Exchange

who agreed to collaborate in the experi

ment and allow us to use their most pop-

ular brands as real stimuli in tbe campaign

One company manufactures a sophisti

cated portable audio player (i.e., durable

good), whereas the other makes a puffed

com snack (nondurable good). Both brands

are firmly established in tbe Japanese mar

ket. After designing textual and visua

information for tbe mobile advertise

ments, we created a promotional mobile

site to which respondents could jump by

clicking a ban ner saying Please click here


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Figure 1 Research Model

for further information in the adver

ments (Figure

2 .

Again, as an incenti

participate in the campaign, we offer

free ring-tone and a present (a

coupon).

Questionnaire design

In tbe second pbase, which took p

approximately one week after that t

mission, we contacted the customer

sending another mobile message con

ing a structured questionnaire and as

for tbeir impressions and perception

Push Mobiie Advertising

Mel

Carl Present for

10 000 people

Sales campaign

Buy our Carl and win

a sweepstake

because 10 00 0

people can get a

mysterious picture

book. Free screen

image applications

too...

Please click here for

NTT DoCoMo:

This message is free

of packet

transmission charges.

One week

later

Invitation to

the survey.

structured Questionnaire

Explanation of

the incentives

for participants

Question items

to measure five

constructs and

demographics

Figure 2 Research Design


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adve rtisem ents, we created a promotional mobile

o which respondents could jum p by clicking a banner

ng Please click here for furthe r informa tion in the

is critical in online surveys

1 9 9 8 ; Sheehan, 2 1 ;

The questionnaire consisted of two parts.

k the app ropriate box to indicate their

tic differential scales, with 3 ( cann ot

answer/determine ) as an anchoring point.

All surveys w ere completed by the end of

July 2005.

RESULTS

Response rate

For each type of product, 40,000 pseudo-

campaign messages were sent to the opt-in

users. Thus, 80,000 messages were sent in

total. The respondents were randomly cho-

sen from the customer database in the

greater Tokyo Metropolitan District area,

including three nearby prefectures. The

click-through rate was estimated at ap-

proximately 17 percent for the durable

good sam ple and 13 percent for the non -

durable good sample. Thus, approxi-

mately 6,800 and

5 200

consumers ,

respectively, actually chec ked the link.

In total, we received 1,335 usable re-

sponses for the audio player and 1,899 for

the com snack, which made the response

rate, based on the total clicks, approxi-

mately 19.6 and 35.5 percent, respectively.

All the surveys were completed by the

end of July 2005.

Respondent profile

Table 2 summ arizes the major demo graph-

ics of the respondents for each sample

(durable and nondurable goods) in terms

of gender, age, and occupation. Generally

speaking, the respondents of both sam-

ples exhibited very similar characteristics.

The proportion of female respond ents out-

weighed their male counterparts, while

the differences across the samples were

not statistically significant p= .423). Nei-

ther did the occupational patterns differ

across the samples (p = .071). However,

for age, a chi-square test detected signifi-

cant differences between the two brands

{p =.004). Participants un der 19 years old

responded more for the audio player, while

those between 30 and 34 years old re-

sponded more for the corn snack. Al-

though the sample was not stratified

according to age, it was somewhat ex-

pected to receive a reasonable num ber

of responses from older age groups. How-

ever, our results were consistent with prior

research in that people over 40 years old

hardly replied to our survey invitations.

Measurement assessment

The research model was tested by struc-

tural equation modeling (SEM), which is

an approach to modeling complex depen-

dencies among unobserved or hypoth-

esized variables, such as perceptions,

beliefs, and attitude. With SEM, any vari-

able can serve as a predictor of any other

variable, whether it is observed or hyp oth-

esized. By simultaneously evaluating de-

pendencies am ong variables, SEM extends

traditional modeling techniques by pro-

viding additional insight into the under-

lying nature of relationships. Thus, this

approach is considered to be appropriate

to test causal relationships between the

five constructs of brand trust, mobile ad-

vertising trust, attitude toward brand, at-

titude toward mobile advertising, and

mobile campaign recall. We used AMOS

5.0 to conduct all the analyses.

According to the recommendations made

by Anderson and Gerbing (1988), we first

tested the measurement model by con-

ducting a confirmatory factor analysis.

This is a necessary proce dure in establish-

ing measurement reliability and validity.

J u n e 2 7 J O y R l lI l L O F H D U E R T IS IIIG R E S E H R C H I 7


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HOW

MOBILE ADVERTISING WORKS

T A B L E

2 -96,

Comparative

Fit

Index

(CFI) =

haracteristicsof theRespondents( )

increme ntal Fi t index

I F I ) = . 9 5 ,

and

Mean-Square Error of Approxim

Durable Good Nondurable Good

(RMSEA) = .055. All indicated an ac

W=1 , 3 3 5 ) /V = 1 , 8 9 9 ) f Test

able fit of the model. Further, all the i

_

loaded onto the corresponding factors

1^ . A-^R A Oo

stan dar diz ed coefficients greater than

Reliabili ty

was

m e a s u r e d

via

C

....i: f ^^

56.4 57.8 ;64 (p = .423)

bach 's a lpha, compo si te re liabihty,

an

Age

erage variance extracted.

As

clearly


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3 il^ advertising to mobile campaign recall

and

Val id i ty

^^^

^ ' y ' '^^^*(standardizedp

= .i4)

Second, in the nondurable good sam-

verage pie, two paths were found to be insigni-

Composite Variance

ficant:

(1) the

path f rom mobile a dver t is ing

struc ts lpha Reliability Extracted trust to attitude toward brand, and (2) the

, ,., ^^ ^ path from attitude toward mobile adver-

rand trust .60 .90 .43 ^

tising to mobile campaign recall. The path

obile adyertisirig trust .73 .94 .53 from attitude toward mobile advertising

de toward brand .71 .96 .59 to attitude toward brand exhibited the

de toward mobile advertising .56 .85 .40 strongest effect (standardized ^ = .95)

while the path from mobile advertising

obile cannpaign recall .83 .98 .71 , , , . ,

trust to attitude toward mobile advertis-

ing was the second (standardized /3 =

.85).

The effects from both attitudes to

brand: This path was negative but tude toward brand to mobile campaign mobile campaign recall were similar to

insignificant. Among the struc- recall was also strong (standardized ji = those in the durable good sample,

paths, the one from mobile advertis- .56). A similar strength was also observed On the basis of these findings, we con-

rust to attitude toward mobile in the path from attitude toward mobile elude that Hypotheses HI, H2, H4, and

strongest (standard- advertising to attitude toward brand. How- H6 were supported by our data, but Hy-

/3 = .83) while the effect from atti- ever, the effect from attitude toward mo- potheses H3 and H5 were rejected.

4

Model Results

Durable Good

Standardized

Nondurable Good

Standardized

zed Paths

e advertising trust >

->

e advertising trus t

-^

ude toward mobile advertisement

->

->

>

Attitude toward mobile

advertisement

Attitude toward brand



Mobile campaign recall

Mobile campaign recall

Coefficient t Vaiue

.8 3

.32

- . 12

.5 2

.1 4

.5 6

8.45

5.12

- . 9 2

3.34

3.53

7.30

X^

=482.02

P

* + *

* * *

.360

* * *

* + *

{df=57 p


10/15


iViedlation anaiysis

Finally, we addressed Hypothesis H7 in

that two independent variables, attitude

toward mobile advertising and attitude

toward brand, were mediated causes: i.e.,

attitude toward mobile advertising would

affect mobile campaign recall through at-

titude toward advertised brand. Because

of the structural model results in the pre-

ceding section, this hypothesis was tested

for the durable good only.

In order to test this mediation, we fol-

lowed the procedure recommended by

Baron and Kenny (1986). Specifically, the

following conditions were examined: (1)

attitude toward mobile advertising has a

positive effect on the mobile campaign

recall in the absence of attitude toward

brand; (2) attitude toward mobile adver-

tising has a positive effect on attitude

toward brand; (3) attitude toward brand

has a positive effect on mobile campaign

recall; and (4) the effect of attitude toward

mobile advertising on mobile campaign

recall is reduced in the presence of atti-

tude toward brand. We found that all the

mediating conditions were satisfied. There-

fore, Hypothesis 7 was supported by the

data.

iVIuitigroup analysis

A subsequent multigroup analysis de-

tected statistical differences across the two

models in three structural paths: (1) the

path from brand trust to attitude toward

brand {t = 5.18, p .001), (2) the path

from attitude toward mobile advertising

to attitude toward brand (f = 3.31,p

.001),

and (3) attitude toward brand and

mobile campaign recall (f = -4.14, p

.001).

This finding also corroborates that

the mediation effect of attitude toward

brand is only observed in the durable

good sample in the preceding section: Con-

sumers evaluations on the mobile adver-

tis ing campaigns across two product

A mobile campaign s m em orability is likely to depe

on perceptions of both the medium and the advertis

content. Especially, we should note that the effects

mobile advert ising trust on att i tude toward mob

advert ising were stronger than those of oth

relationships.

types were very dissimilar in terms of the

overall results in the structural paths.

LliVIITATiONS

To make our findings more objective, we

must acknowledge a few limitations. First,

although i-mode has been exported to

many countries, the data transmission en-

vironment in Japan and the psychological

readiness of people there to accept mobile

advertising may not be directly applica-

ble to other countries. Any international

generalization of the findings must be

treated with caution.

Second, our response rates based on

the total clicks were m odest, and it should

be taken into account that those respon-

dents represent only a small portion of

total mobile advertising subscribers. There-

fore, any future extension may need to

combine both offline and online survey

methods to reach a core portion of mobile

advertising subscribers and to better un-

derstand the nature and extent of any

response bias involved.

DiSCUSSiON

Theoreticai impiications

This study provides useful and important

implications for m-commerce researchers

in several ways. First, it provides em-

pirical evidence that not only attitude

toward brand but also attitude toward

mobile advertising affect the level of

bile campaign recall. That is, a m

cam paign s m emorability is likely to

pend on perceptions of both the med

and the advertised content. Especially

should note that the effects of mobil

vertising trust on attitude toward m

advertising were stronger than thos

other relationships.

Second, there are notable differenc

the strength of the paths across the p

uct types (i.e., durable and nondu

goods). In particular, a careful obs

tion of the standardized coefficient

veals that the path from attitude to

brand to mobile campaign recall

notably and statistically stronger for

durable good sample than for the

durable good sample. Furthermore,

tude toward brand is a mediating var

in linking attitude toward mobile ad

tising and mobile campaign recall

in the durable good sample. This im

that, as far as the durable good is

cerned, mobile campaign recall seem

rely primarily on the strength of the b

to be effective.

Third, our data indicate that mobil

vertising trust may negatively influ

attitude toward brand, although this

was statistically insignificant in both

ples.

This result somewhat corrobo

Tsang, H o, and Liang s (2004) stud


11/15


12/15


Taiwan (KG Telecommunications), and the

Netherlands (KPN Mobile NB) in 2002; in

Italy (WIND Telecomunicazioni) and Spain

(Telefonica Moviles) in

2003;

and in Aus-

tralia (Telstra Corporation) and Greece

(COSMOTE) in 2004 (NTT DoCoMo, 2003a,

2003b, 2004a, 2004b). By the end of June

2004, i-mode users outside Japan ex-

ceeded 3 million (NTT DoCoMo, 2004c).

European users are said to spend an in-

cremental 6 to 10 euros ($8 to $13) a

month on i-mode services (Greenwood,

2004). As 3G-enabled mobile handsets pro-

liferate worldwide, many point out that

i-mode potentially may be one of the most

influential business models in mobile in-

ternet technology (Okazaki, 2006; Sadeh,

2002; Scuka, 2003).

S HINT RO O K Z K I

Ph.D..

U niversidad Autonoma

de

Madrid)is anassociate professorofmarketingat the

CoilegeofEconomics and Business Administration,

Uhiversidad Aut6noma

deMadrid, Spain.His

research

interests focus ontheareasofcross-cultural issues

in international advertising, electronic and mobile

commerce,and knowledge diffusioninsocialnet

works.

Hisworkhasappearedinthe

Jourrtal of

Adver-

tisir g.

the

tnternatior al Journa l of Advertisirig,the

Journal

of

International Marketing, Information

Man-

agement,t he

European JournalofMarketing,

Inter-

national Marketing

Review,

Internet

Research,the

JournalofMarketing Communications,

the

Journal of

International Consumer Marketir\g, Computersin

Human

Behavior,

Electronic Markets,

among others.

Dr. Okazaki serves

on

several editorial b oards.

Includ-

ing the

Journal of Advertising,

the

International Journal

of Advertising,

the

JournalofPublic Policy Marketing,

Internet Research, the JournalofElectronic Commerce

Research,

t he

Journal

of

Website Promotion,

and

Inno-

vative Marketing.

KIHIRO K TSUKUR is adeputy directorat theGroup

Companies Auditors O ffice

of

Dentsu Inc.,

Japan.He

isarecognized authorityin thefieldsofaccount

plan-

ning,

branding, and m edia strategy, and

has

more

than30yearsofexperiencein theadvertising indus-

try.

Hisarticles have appearedinmany academicand

professionai publications.HeholdsaB.A. from

Waseda University,

Japan.

M M O R U NiSHiYAiMAis anassociate account supervi-

soratDentsu Inc.,Japan.He hasbeen engagedin

various account planning activities.

He

holds

a B.A.

fromtheUniversityofOsaka andanM.A. fromthe

University

ofTokyo, Japan.

ACKNOWLEDGMENTS

This research

was

funded

by a

grant from

the

Japan Academy

of

Advertising,

The

authors

appreciatively acknowledge technical support

provided

by D2

Communications

Inc. for the

data collection. They also thank

the

anony-

mous reviewers

for

their very helpful, insight-

ful,

and constructive commentson theearlier

versions

of

this article. Please address

all cor-

respondence

to

Shintaro O kazaki.

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