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

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dc.contributor.author Okazaki, Shintaro
dc.contributor.author Okazaki, Shintaro
dc.date.accessioned 2015-12-23T14:05:05Z
dc.date.available 2015-12-23T14:05:05Z
dc.date.issued 2007-12-01
dc.identifier.citation Sex Roles 57.11 (2007): 897-908 en_US
dc.identifier.issn 0360-0025
dc.identifier.uri http://hdl.handle.net/10486/669198 en
dc.description The final publication is available at Springer via http://dx.doi.org/10.1007/s11199-007-9300-7 en_US
dc.description.abstract Abstract 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. en_US
dc.format.extent 18 pag. es
dc.format.mimetype application/pdf en
dc.language.iso eng
dc.publisher © Springer Science + Business Media, LLC 2007 en_US
dc.relation.ispartof Sex Roles en_US
dc.rights © Springer Science + Business Media, LLC 2007 en_US
dc.subject.other Advertising en_US
dc.subject.other Attitude en_US
dc.subject.other Internet en_US
dc.subject.other Mobile device en_US
dc.title Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall en_US
dc.type article en_US
dc.subject.eciencia Economía es_ES
dc.subject.eciencia Empresa es_ES
dc.relation.publisherversion http://dx.doi.org/10.1007/s11199-007-9300-7 en
dc.identifier.doi 10.1007/s11199-007-9300-7
dc.identifier.publicationfirstpage 897
dc.identifier.publicationissue 11-12
dc.identifier.publicationlastpage 908
dc.identifier.publicationvolume 57
dc.type.version info:eu-repo/semantics/acceptedVersion es_ES
dc.rights.cc Reconocimiento – NoComercial – SinObraDerivada es_ES
dc.rights.accessRights openAccess en_US
dc.authorUAM Okazaki Ono, Shintaro (271225)
dc.authorUAM Okazaki Ono, Shintaro (271225)


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