Analysing the effects of mobile advertising on consumers' memory Online publication date: Wed, 15-Apr-2015
by Philipp Reichhart
International Journal of Electronic Business (IJEB), Vol. 10, No. 2, 2012
Abstract: The authors conducted a mobile advertising campaign with a follow-up survey to analyse the effects of mobile advertising upon consumers' memory using the most common memory values: recall and recognition. An experimental field study using two different mobile advertising text message designs was carried out. The first textual design focused on monetary aspects, whereas the second textual design focused on a celebrity endorser. The results of the study indicate that mobile advertising has an overall high positive effect on consumers' memory. Regarding recall, there are no significant differences between the subjects who received either of the aforementioned mobile advertising designs. In contrast, significantly more subjects were able to recognise the mobile advert featuring the textual design which focused on a celebrity endorser. Furthermore, we discovered that consumer recognition as a result of mobile advertising has a significant impact upon consumers' behavioural purchase intention.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook