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Analysing the effects of mobile advertising on consumers' memory

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.