Exploring Gender Effects in a Mobile Advertising Context:On the Evaluation of Trust, Attitudes, and Recall

Abstract

This study examines how gender affects mobile advertising acceptance in Japan. Drawing upon cultural, socioeconomic, and industry-specific factors, five hypotheses 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.