A carregar...
Publicação
How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1019.13 KB | Adobe PDF |
Autores
Resumo(s)
The current project attempts to comprehend how brand trust is influenced by a cross-media approach involving mobile and out-of-home (OOH) marketing, as well as the impact mediated by privacy concerns. This study employed an online survey with 289 valid responses. To assess their behavior in various scenarios, the survey asked respondents whether they owned a smartphone and whether mobile ads were targeted at them. To evaluate the results, SMART PLS was used. Results show that multichannel marketing have a higher positive relationship with brand trust when compared with each channel individually. However, a multichannel approach does not reduce the impact of privacy concerns. Regarding the relationship between privacy concerns and brand trust, they have a negative relationship. Thus, retailers should focus in integrating these two channels, focusing on the relation between the channels and how privacy concerns can be reduced to build a relationship of trust with the consumer.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Out of Home Marketing Mobile Marketing Multichannel Brand Trust Privacy Concerns