Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 9: Assessing the Effects of Trust on Mobile Advertising Campaigns: The Japanese Case
9. Assessing the eﬀects of trust on mobile advertising campaigns: the Japanese case Shintaro Okazaki INTRODUCTION The new media of the Internet-enabled multi-function mobile phone have revolutionized many aspects of contemporary marketing. The shift from conventional PC Internet to wireless Internet has enabled consumers to stay connected online, regardless of time and place. As more and more ﬁrms adopt mobile communication as a quick and spontaneous response tool, an increasing number of promotional messages are sent to users who have granted prior consent or permission. For example, global brands, such as Adidas, Volvo and Dove, have adopted text messaging in their promotional campaigns (Sultan and Rohm, 2005). Such permission-based mobile marketing ﬁts the spirit of customer relationship management, because its value-added content can be personalized with context and location speciﬁcity. Customer relationship management is a business strategy designed to identify and maximize customer value, and it requires a customer-centric business philosophy and culture (Spiller and Baier, 2005). It begins with prospecting for new customers with timely information at the right place, to foster top-of-mind brand awareness. These characteristics match those of the mobile phone: a highly portable communication device with ubiquitous data transmission capability. Because of this unique nature, this device quickly attracts consumers’ attention, while stimulating spontaneous information exchange. However, prior research in mobile advertising has left one important question still unanswered: do consumers trust the message and the advertised brand? Trust plays an important role in many social and economic interactions, including electronic commerce (Wingreen and...
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