Rita, Paulo Miguel Rasquinho FerreiraRamos, Ricardo Filipe CarreiraCoelho, Sofia Cardoso dos Santos2023-03-172023-03-172023-01-23http://hdl.handle.net/10362/150749Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe 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.engOut of Home MarketingMobile MarketingMultichannelBrand TrustPrivacy Concernsmaster thesis203217373