Chap1n2 Final

Republic of the Philippines
HOLY CROSS COLLEGE

Sta. Lucia, Sta. Ana, Pampanga
Institute of Business Administration
holycrosscollegepampanga.edu.ph
CONSUMER TRUST IN THE MOBILE ERA: EXPLORING THE INFLUENCE

OF IN-APP ADVERTISING ON BRAND TRUSTWORTHINESS
A Business Research
Presented to the School of Business and Accountancy at the
Holy Cross College
In Partial Fulfillment of the Requirements for the Degree Bachelor of
Science in Business Administration major in Marketing Management
By
Celis, John Alice L.
Magpayo, Jennylyn P.
Sadie, Charlyn A.
Soriano, Nicole Anne C.
MARCH 2024
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CHAPTER 1: THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
Mobile technology has completely changed how businesses function, interact with
their customers, and communicate in the current digital era. The development of mobile
apps together with an increase in popularity of smartphones and tablets has completely
changed the way businesses operate and transformed a number of industries. Customers
now have higher expectations, and mobile technology has changed how companies
interact with their target market. Consumers nowadays demand quick access to
information, efficient mobile experiences, and customized communications. Businesses
may offer individualized advice, self-service choices that are convenient, and unique
content by means of mobile apps and flexible websites. Organizations can establish
strong relationships with customers, promote brand loyalty, and obtain a competitive
advantage in the market by utilizing mobile technologies.
In the modern era, in-app advertising is an excellent strategy for app developers
to increase income by displaying advertisements to consumers when they are utilizing

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their app. Although this can lead to increased user interaction with advertisements,
publishers still need to make sure the ads don't interfere with the user's experience and are
relevant to the content the user is already seeing. If not, consumer engagement with app
publishers' products might decrease.
With today’s technology advancement, people are living in the environment which
full of electronic devices. People today are now in the world of mobile phones due to the
usage of mobile phones are more powerful, easy to use and easy to bring to anywhere.
The smartphone was the most popular device for people to access the Internet in Malaysia
among other devices such as laptop, tablets and desktop (MCMC, 2016). The mobile
phone internet users in Malaysia increased from 18.08 million in 2016 to 19.06 million in
2017 (Statista, 2017). The expected number of mobile phone internet users in five years
which were 20.4 million of mobile phone internet users in 2019, 20.88 million of mobile
phone internet users in 2020, 21.29 million of mobile phone internet user in 2021 and
21.65 million of mobile phone internet users in 2022 (Statista, 2017). Because of the
ownership of smartphone was increased from year to year in Malaysia, marketers have
more opportunities to use mobile internet to reach the consumer at any time or location.
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In this advanced world, consumers have the authority to control how they are
getting information or experience regarding their purchase information. Previous
researchers have studied on consumers’ attitude towards mobile advertising in other
countries such as Europe, Pakistan and Bangladesh (Jiménez and San-Martín, 2017).
Although the studies that involve consumers’ attitude towards mobile advertising
had been done by other countries, the results from other countries may not same with
Malaysia.
Attitudes are important because it is considered to be useful and decisive for
consumers’ intentions and recognition of mobile advertising. Besides, Yeo, Tan and Lim
(2016) found that the young consumers consist of undergraduates from both public and
private higher educational institutions in Malaysia are accepting mobile advertising well.
Therefore, the main objective of this study is to investigate the consumers’ attitude
towards mobile.
The Interactive Advertising Bureau (2022) defines in-app advertising as “ads and
ad campaigns that are delivered within mobile applications, including smartphones,
tablets, or wearable devices”. Sensor Tower has estimated that global in-app advertising
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spending will reach US$233bn by 2026 (Chan, 2022). Mobile apps are popular, as 97%
of the apps are free to download (Statista, 2023), easily accessible round the clock and
gratify a range of specific user needs (Sigurdsson et al., 2018). In-app advertisements
have become an important source of revenue for app developer.
Branded mobile apps have been defined as software downloadable to a mobile
device, which prominently displays a brand identity, often the name of the app and a
brand logo, or icon, throughout the user experience. Branded mobile apps—the latest
brand communication channel—create brand experiences and facilitate consumer-brand
engagement. Big data produced by mobile apps and social media contains valuable
information about customers and markets and has been viewed as a productive resource.
The meta-analysis carried out by showed that mobile marketing research is in its growth
phase, and an increasing number of studies will be published in the coming years.
However, there are still important gaps in the study of consumer behavior with mobile
apps; few studies have been carried out specifically into the perceived value of branded
mobile apps. Social media and mobile devices offer unprecedented opportunities for
clothing enterprises. The large global fashion clothing brands all attach great importance
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to obtaining valuable information from digital technologies. In Spain, fashion products
are the second most commonly sold category through smartphones (48%), after leisure
products. Indeed, fashion has become one of the fastest growing mobile phone-based
sales sectors. However, few mobile commerce studies have examined the fashion
industry. From the business management viewpoint, further analysis would help fashion
companies to better understand the factors that increase the perceived value of branded
mobile apps; this, in turn, would help them adapt their mobile communications to ensure
that their customers obtain better value and, as a consequence, purchase and make
recommendations through social media. Perceived value is crucial to continuance
intention for a service, and has become a very important source of competitive advantage,
being one of the main determinants of purchase intention.
The importance of mobile advertising for marketers makes it a key task to gain
insight into the drivers of mobile advertising effectiveness. Mobile advertising allows
consumers to access advertising messages at their convenience. When consumers receive
mobile advertising messages they can read them, delete them, or keep them until they
decide what to do with them. Thus, factors underlying mobile advertising acceptance can
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play a key role in the success of mobile advertising. Prior studies have emphasized that
attitudes to mobile advertising is an important construct for mobile marketing research
due to its effects on perceived value which, in turn, impacts on consumer loyalty.
Whereas previous research on attitudes towards mobile advertising has focused on
innovation-based drivers, and consumer beliefs such as trust, little attention has been paid
to the influence of data-driven message factors on attitudes towards and acceptance of
mobile advertising. While m-commerce provides a convenient way to shop, when
personal information and preferences are used in direct appeals to consumers, they fear
that their information may be shared with other parties without their permission. Mobile
app users, therefore, make trade-off decisions to determine if the risk of breach of privacy
(lack of perceived control) is worth the benefits of having a faster, more streamlined,
personalized experience. As for mobile advertising alerts, the irritation caused by
advertising can be alleviated when the operators seek prior permission. The impact of
irritation and perceived control on consumers’ perceptions of the value of mobile apps
needs further investigation. The objective of this study is to determine the in-app
advertising on brand trustworthiness. The researchers will also focus on identifying the
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various in-app advertising strategies used by businesses and how it can affect brand
loyalty, brand image, and brand trustworthiness.
Review of Related Literature
This section examines literature relevant to the study, synthesizing the findings
from the reviewed sources. It incorporates both local and international studies accessed
from online journals and authored by scholars, aiming to offer a thorough background on
the issue being investigated. The insights derived from these resources are expected to
enrich the researchers' perspective and deepen their insight into the study.
Ad Platform Optimization
The in-app advertising ecosystem is divided into players on the buy-side or
demand-side and the sell-side or supply-side. Optimizing the in-app advertising platform
is of utmost importance, keeping in view the interest of both buy-side and sell-side
players. Each player in the in-app advertising ecosystem has varied outcomes of interest
(Truong et al.,2019).
Publishers can either sell their inventory directly to ad networks or buy-side or
engage in real-time bidding (Kaplan, 2021).

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Truong (2023) found that the optimal combination of publisher-controlled factors
such as duration, timing, size and position of the ad space significantly improves the
clickthrough rate of in-app advertising.
Several recent studies have examined the techniques and guidelines for app
developers to assist them balance the trade-offs in-app advertising costs and benefits.
Ghose and Han (2014) find that demand for mobile apps decreases with in-app
advertisements and suggest several app design choices for app developers. App
developers often integrate ad libraries with apps and there are more than 63 ad libraries
(Ahasanuzzaman et al., 2020) in the GooglePlay Store. Ahasanuzzaman et al. (2022)
develop a reference architecture for ad library integration for app developers.
The ad networks connect publishers and advertisers, allowing advertisers to bid on
the ad space provided by the publisher. Although publishers may have many ad networks
ready to buy ad inventories, the performance of networks differs. Adikari and Dutta
(2020) have suggested an optimal mechanism for publishers to select the best ad network.
Recent research.
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Ad exchange orchestrates the buying and selling of ads and can connect publishers
with multiple ad networks. Revenue optimization is a vital task for an ad exchange.
Scholars have examined techniques to improve ad auction mechanisms (Liu and Liu,
2019) and optimal revenue-sharing methods (Hao et al.,2016; Hu et al., 2023). Mukherjee
et al. (2017) develops a machine learning-based in-app ad selection algorithm and
propose an optimization model to maximize supply-side platform revenue. The current
research on this theme is primarily exploratory and uses data-driven approaches. There is
no theoretical framework applied to the studies and machine learning techniques are
prominent. Researchers provide either a novel optimal solution or suggest an extension of
an existing technique. Although the sell-side platform has gained traction, academic
literature on the buy-side is sparse.
An exception is the field research by Rosenkrans and Myers (2018) that proposes
how predictive analytics could be used by advertisers to optimize mobile location-based
ads. The optimization of advertisements based on ad characteristics such as design,
context, size and media types and their influence on information processing and consumer
response remain unexplored.

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Mobile App User Psychology and Behavior
This theme primarily focuses on studies on attitude, behavioral intention and user
behavior toward in-app advertising. Attitudes toward in-app advertising have been
examined by several researchers and found to impact people’s intention to use the app
(Sigurdsson et al.,2018). Logan (2017) posits that attitude varies according to the
gratification sought from the mobile app category. Scholars posit that the perceived value
of in-app advertising, trust toward ads, ad source and perceived irritation toward ads are
significant factors affecting attitudes toward advertising (Aydin and Karamehmet, 2017).
Users’ propensity to trust affects their trust in in-app advertising and trust impacts
attitudes toward in-app ads and their intention to view in-app ads (Cheung and To, 2017).
Attitude also mediates the relationship between trust and purchase intentions (Sung,
2020). Ad factors such as credibility, information and perceived entertainment
considerably improve attitudes toward in-app ads (Sigurdsson et al.,2018).
The behavioral response toward ads is better when there is congruity between the
ad and the mobile environment (Wang and Chou, 2019). Mattke et al. (2021) conduct a
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qualitative comparative analysis and empirically show the sequential processing of
structural and semantic factors of in-app advertisements.
Keem and Lee (2018) examine the types of advertisements consumers prefer or
adversely react to when shopping through mobile apps.
Consumers control their in-app advertising performance through their behavior
and personal characteristics (Truong et al.,2019). However, studies on personal
characteristics and their impact on in-app advertising are scarce. User psychology and
behavior can vary based on the type of app used, user loyalty and ad formats. In addition,
there is ample opportunity to understand aspects of user psychology and behavior through
theoretical lenses.
Social Media Marketing and Brand Trust
From a marketing perspective, trust has been defined as a willingness of a
customer to visit a brand again (Mckinney & Benson, 2018). In the context of brands in
an online environment and social media, trust is considered as an important requirement
(Lindstrom,
2021).
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Consumers perceive social media as more trustworthy, as compared to traditional
elements of promotion mix (Foux, 2016). Perhaps, this might be attributed to the fact that
social media provides interactive communication, instant feedback and generate more
objective content (Tatar & Eren-Erdoğmuş, 2016).
Social Media Marketing and Brand Loyalty
Customers instinctively repurchasing a particular brand, and even willing to pay a
higher price for it to characterize brand loyalty. As loyalty is a huge asset to a company,
marketing efforts are directed at investigating the antecedents of brand loyalty (Sohail,
AlJabri, & Wahid, 2017).
With an increase in the importance of SMM in recent times, research interest in
understanding the effect of SMM on loyalty has gained interest. However, these have
been in a limited context. For example, a study tested the effect of SMM on customer
engagement and its impact on brand loyalty in the cosmetic industry (Muchardie,
Yudiana, & Gunawan, 2016).
Brand Impact on the Use of Mobile Applications
Van Noort and van Reijmersdal (2019) examined the effects of brand mobile
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applications on-brand responses. Branded apps are gaining increasing interest as
marketing communication platforms. Companies seek to increase their potential
customers for their brands and increase added value among existing customers by
providing entertainment and information through branded applications. In this context,
they tried to understand whether branded applications affect consumers" cognitive and
affective brand reactions, whether this varies according to the type of application, and the
role that pleasure and elaboration play in this. Within the study's scope, an experiment
was conducted to determine that branded applications increase brand responses. In
contrast, entertainment applications increase brand responses by causing higher
entertainment levels, while Information applications enable higher maturation levels.
Alnawas and Aburub (2016) examined the impact of benefits from interaction
with branded mobile apps on consumer satisfaction and purchasing intentions by taking
the "uses and satisfies" approach. As part of the study, 358 participants in seven main
shopping centers registered in Jordan were surveyed, and some primary findings were
revealed.
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According to the study findings, interaction-based benefits are examined in four key
categories: learning, social integration, personal integration, and satisfaction. Social
integration and three other types of benefits have been found to affect consumer
satisfaction to varying degrees. Among these, only learning and pleasure-based benefits
have been found to produce purchasing intentions, and the relationship between consumer
satisfaction and purchasing intentions has also been confirmed.
Companies are increasingly integrating augmented reality (AR) applications into
mobile applications, making this approach an element of their marketing strategy.
Rauschnabel et al. (2019) focused on AR and examined how it can improve brands by
taking inspiration from mobile-based augmented reality apps. The study found that
consumers are inspired by AR applications' benefits as an intermediary between changes
in brand attitude. The study found that the benefits consumers get from AR applications
inspire them as an intermediary structure for their attitudes to the brand.
Companies strive to meet their target audience's needs and strengthen their
connection through innovative mobile applications. In a study conducted by Li and Fang
(2019), predecessors of the intention of continuity for branded applications were

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investigated. Data collected from 497 users were analyzed using the structural equation
model. As a result, it was understood that the brand attachment–satisfaction relationship
was not repetitive and that both factors positively affected continuity. The study also
found that expectation approval affects brand loyalty and perceived benefit. It has been
concluded that brand self-conformity affects the relationship with the brand and that
perceived complementarity affects perceived usefulness with satisfaction. As companies'
competition in the mobile application field increases, companies have to act more quickly
to market their own branded applications.
Fang's (2019) study investigated the determinants of continued intent and brand
loyalty among app users. By analyzing data collected from 634 application users, it has
been determined that branded applications effectively establish additional links with
customers and provide design guidelines for applications. The study highlights the need
to diversify and make the methods that branded applications use to get feedback from the
user more effective.
Alnawas and Aburub (2016) also examined the impact of benefits from interaction with
similarly branded mobile apps on consumer satisfaction and purchasing intentions.

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Brand benefits create an emotional bond by driving interactions between consumers and
the brand (emotional pathway). System features create loyalty to the application by
influencing the perceived benefit (utilitarian pathway).
Social Media Marketing
In the online context, both social media and social networks are used
interchangeably, however, there are differences between them. Social networking refers
to the use of social media as a means to connect with people (Alalwan et al., 2017).
Social network is thus a channel in the community zone of social media that
focuses on the collaboration, conversation, and sharing among users. Although all social
media channels allow for networked relationship, how-ever, interaction and collaboration
ae the main theme of social network. The social network sites are the online hosts that
allow members to create their own private profile such as Facebook, Twitter, LinkedIn
(Tuten &Solomon, 2017).
Therefore, social media marketing activities can be defined as effective marketing
communication methods that capture engaged consumers’ perceptions and understanding
of activities on social media marketing by five dimensions namely; entertainment,

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interaction, trendiness, customization and word-of-mouth (Chen & Lin, 2019; Yadav
&Rahman, 2018).
Brand Trust
In the online context, the role of trust; an individual’s confidence, on the social
media platform has been addressed in a number of studies. The personality characteristics
and traits play an important role in individuals’ perception of trust in the online context
and accordingly shape their intentions and behaviors. Pentina, Zhang, and Basmanova
(2018) assume that the match between user’s personality and social media is related to
trust in the site. the results of their study confirm that trust plays an important role on
social media since it is related to users’ behavioral responses such as intentions to
continue using the social network in the future and recommend it to others.
In a very recent study by Warner-Søderholm et al. (2018), they proposed that
users’ perception of trust varies depending on their gender, age, and time spent on social
media. The construct of trust is measured by five dimensions: benevolence, integrity,
competence, identification, and concern. The findings suggest that user’s perceptions of
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integrity; depict the ethical and moral ideologies held by a human, differs with regard to
gender, age, and frequency of social media usage.
Accordingly, female and young users have high expectations with integrity
(Warner-Søderholm et al., 2018). This dimension of trust is related and used to assess
affective trust that concerns with one’s emotional ties and concern for the welfare of
others. Also, Tatar and Eren-Erdogmus (2016), examine the impact of social media
marketing in the sector of tourism on brand trust and brand loyalty. The findings support
that social media experience is an important driver of trust, this experience is assessed by
a clear website, online interactivity, website security, and collaboration.
Synthesis
The related literature significantly enriches the understanding of the research
topic, offering crucial support for the study's assertions. It is well-documented in previous
research and related literature that in-app advertising plays a pivotal role in shaping
consumers' perceptions of a brand's trustworthiness. This influence has a significant
impact on consumer purchasing decisions, revealing the deep impact that in-app
advertising can have on market dynamics and customer-brand interactions.

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In essence, the literature review and the current study collectively underscore the
significance of in-app advertising as a determinant of brand trustworthiness and its impact
on consumer purchasing behavior.
Significance of the Study
The significance of the study is a section in the introduction of your thesis or
paper. Its purpose is to make clear why your study was needed and the specific
contribution your research made to furthering academic knowledge in your field.
This study is significant in a way that it will provide information, insights, and
ideas to all the significant people on how influential in-app advertising is towards the
brand trustworthiness of the customers towards a particular or specific brand.
Moreover, this study will be significant to the following individuals:
To the Customers. This study will be beneficial to the customers as it will enlighten the
customers on how important advertising is especially in-app advertising and how it can
affect brand trustworthiness. Further, this study will be beneficial to the customers
because trust worthiness greatly affects the growth of the business.

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To the Business Owners. This study is beneficial to the business owners for it will
provide all information needed on how to utilize the proper use of in-app advertising and
how it can get and achieve the trust of the customers towards a specific or particular
brand.
To the Future Researchers. This study will be beneficial to the future researchers for it
will provide the future researchers all needed information for further growth of
knowledge and how can this research be of great help in further elaborating all ideas and
understanding other similar researches in the future.
Theoretical Framework
This study is anchored to Nelson’s Theory of Advertising.
In his discussion of the relationship between advertising and product quality,
Nelson (1970, 1974) introduces two main theses concerning consumer behavior: (1)
Advertising essentially informs consumers about product attributes, but does not change
the way consumers value those attributes; (2) Over time, consumers become more price
sensitive and subsequently buy best "value." The relationship between price and quality,
as assessed by consumers, in particular affects the elasticity of a given product. It is

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because the consumer is able to evaluate product quality that certain dynamics will
develop in markets. Two specific dynamic processes are generated: (1) Better informed
consumers pressure firms to lower prices and improve quality. Firms able to improve
product quality can enter the market; (2) Over the product's life cycle, industry prices will
decrease; profits are affected by increased competition; the effect on profits resulting
from increased efficiency is ambiguous. As a result of these dynamics, a specific market
structure subsequently emerges: Entry into a market is always possible because firms can
produce innovative product attributes and communicate these to consumers, which will
intensify the competition. Within an industry, only efficient firms will survive. Inefficient
firms will be replaced by the innovative entrants.
Conceptual Framework
Mediator Variable (MV)

CONSUMER TRUST
Independent Variable (IV) Dependent Variable (DV)

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IN-APP BRAND
ADVERTISING TRUSTWORTHINESS
Figure 1. The Conceptual framework of the study.

The figure depicts the conceptual framework of the study, highlighting the independent
and dependent variables. On the left side of the diagram, the independent variable of the
study, In-App advertising, is illustrated. Conversely, the right side showcases the
dependent variable, Brand Trustworthiness. Positioned in the middle is the moderator
variable, "Consumers' Trust," which plays a pivotal role in influencing the relationship
between the independent and dependent variables.
Statement of the Problem
General Problem
This study aims to determine the influence of in-app advertising towards brand
trustworthiness.
Specifically, it seeks to answer the following questions:
1. How may the demographic profile of the respondents be described in terms of:
1.1 age;
1.2 sex; and

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1.3 brand preference.

2. What are the in-app advertising strategies utilized by businesses in Candaba,
Pampanga?
3. How may the in-app advertising strategies be described in terms of:
3.1 effectiveness;
3.2 flexibility;
3.3 user interface ability; and
3.4 informative.
4. How may in-app advertising strategies influence brand trustworthiness in terms

of:
4.1 brand image;
4.2 brand loyalty;
4.3 brand equity; and
4.4 purchasing behavior.
5. Is there a significant relationship between in-app advertising and brand
trustworthiness?
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Hypothesis of the Study
𝑯𝟎: In-app advertising has no influence on brand trustworthiness
𝑯𝟏: In-app advertising has an influence on brand trustworthiness
Scope and Delimitation
The study’s scope and delimitations are the sections where the researchers will
define the broader parameters and boundaries of the research. The scope details are what
the study will explore, such as the target population, extent, or study duration.
Delimitations are factors and variables not included in the study.
The study is limited to customers of various brands in Candaba, Pampanga. The
respondents will be chosen through simple random sampling technique. Moreover, the
researchers will just focus on brand trustworthiness towards in-app advertising strategies.
Also, the researchers will check the relationship between the two variables. Other
variables will not be assessed nor be checked by the researchers.
Definition of Terms
Brand trustworthiness. It pertains to the trust of the customers towards a particular

brand.
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In-app. It pertains to the use of social media and technology.
In-app advertising. It pertains to the use of social media and technology in advertising.
Chapter II:
METHODOLOGY
This chapter presents the research methodology that was used in the data
gathering, analysis and presentation of the study. Specifically included in this chapter are
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the methods and techniques, population and sample, construction and validation of
instruments and the data processing and statistical treatment applied.
Methods and Techniques of the Study
This study is quantitative research which means, all data that will be presented on
this study are stated in numbers, and mathematical figures. Quantitative research is a type
of research wherein, all data are interpreted numerically through the use of a specific
statistical tool.
The researchers will imply the use of Descriptive-Correlational Research Design.
It is a combination of two (2) research designs --- Descriptive and Correlational.

A descriptive correlational design is a research design used to address the question
of how things are related. It is a type of quantitative research design that focuses on
describing and examining the relationships between variables without manipulating them.
Respondents of the Study
The population or so-called respondents of the study are important because the
respondents are responsible for providing answers and information to the researchers
which is vital in the analysis of the results of this study.

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The respondents of the study will be the retail store customers in Candaba,
Pampanga. The mentioned locale is divided into two regions --- Capampangan and
Tagalog. The researchers will be selecting those respondents who are from the
Capampangan region since it is the center of development in Candaba. Moreover, the
population of the Capampangan or Poblacion region of Candaba is 23,491. From this
population, using the Raosoft calculator in identifying the number of participants, there
will be a total of 378 respondents with a margin of error of 0.05 or 55 and a confidence
interval of 95% and 50% as the population proportion.
Sampling Techniques
The process of sampling is the drawing of a specific number of observations from
a larger population. Since gathering data from a larger population is challenging, random
samples are chosen, and sample data that accurately reflect population data is then
analyzed. In choosing the respondents, the researchers will apply a probability sampling
technique since the study is quantitative in nature. The respondents will be chosen thru
simple random sampling technique.

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Simple random sampling is a probability sampling technique wherein,
respondents from a certain population will be chosen randomly.
As explained by Thomas, L. (2022), A simple random sample is a randomly
selected subset of a population. In this sampling method, each member of the population
has an exactly equal chance of being selected.
This method is the most straightforward of all the probability sampling methods,
since it only involves a single random selection and requires little advance knowledge
about the population. Because it uses randomization, any research performed on this
sample should have high internal and external validity, and be at a lower risk for research
biases like sampling bias and selection bias.
Instrument of the Study
A research instrument plays a vital role in the data collection procedure. Without
the research instrument, researchers will not be able to collect or gather any data which
the researchers will use to interpret and analyze the results of the study.
The researchers will utilize a survey questionnaire that is self-made for this
research to address important concepts. A questionnaire that is anchored to the objective

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of the study and the problem statement. Moreover, the researchers crafted a questionnaire
that is aligned to what is the main goal of the study and it will be able to answer all
questions and statements listed on the statement of the problem.
The survey questionnaire is a 4-oint Likert Scale that uses the Agreement scale to
further understand and analyze the influence of in-app advertising techniques towards the
customers.
Data Gathering Procedure
Data collection procedure is a process where researchers should state the
processes that the researchers have done in collecting or gathering data which the
researchers will be needing in analyzing and interpreting the results of the study.
First, the researchers will craft a survey questionnaire that is anchored to the
objective of the study. This questionnaire will undergo various processes such as
validation, checking, and testing before being able to be use for administering. Once
done, the researchers will then administer the survey questionnaire to the respondents.
Collect all data from the respondents, organize all collected data, analyze, interpret, and
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present all data. These processes should be taken systematically by the researchers to
have a more organized and uniform way of gathering data.
Data Processing Procedure and Statistical Treatment of Data
This part of the research discusses the data processing technique used by the
researchers in analyzing and interpreting data. While the statistical treatment of statistical
tool is used to compute and solve all the data gathered from the data collection procedure
conducted by the researchers.
In processing the data, the researchers will utilize the use of Data Matrix. A data
matrix is a rectangular table or matrix with columns for variables or attributes and rows
for observations or cases. The matrix's cells each hold a value that corresponds to the
variable for the specified observation. In addition, it serves as the foundational input for
various statistical procedures, including analysis of variance, multivariate analysis,
regression analysis, survey analysis, and cluster analysis.
The researchers will utilize Linear Regression Analysis as the statistical tool in
understanding the results of the study as well as interpreting and analyzing all the data
and information that will be gathered from the respondents.

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Linear regression analysis is used to predict the value of a variable based on the
value of another variable. The variable you want to predict is called the dependent
variable. The variable you are using to predict the other variable's value is called the
independent variables.
Ethical Considerations
Ethical considerations in research guide the design and conduct of studies,
encompassing principles like voluntary participation, informed consent, anonymity,
confidentiality, minimizing harm, and transparent results communication.
The researchers will guarantee that the study serves solely academic purposes and
will not be used for any other intentions. Participants' voluntary involvement will be
highly respected, allowing them the freedom to withdraw at any point. Each participant
will receive informed consent, providing thorough information and assurances about their
participation, and they will make their decision to participate freely without any form of
pressure.

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Republic of the Philippines

HOLY CROSS COLLEGE

CONSUMER TRUST IN THE MOBILE ERA: EXPLORING THE INFLUENCE

Presented to the School of Business and Accountancy at the

Holy Cross College

In Partial Fulfillment of the Requirements for the Degree Bachelor of

Science in Business Administration major in Marketing Management

Celis, John Alice L.

Soriano, Nicole Anne C.

CHAPTER 1: THE PROBLEM AND ITS BACKGROUND

information, efficient mobile experiences, and customized communications. Businesses

advantage in the market by utilizing mobile technologies.

to increase income by displaying advertisements to consumers when they are utilizing

publishers' products might decrease.

getting information or experience regarding their purchase information. Previous

researchers have studied on consumers’ attitude towards mobile advertising in other

Attitudes are important because it is considered to be useful and decisive for

ad campaigns that are delivered within mobile applications, including smartphones,

have become an important source of revenue for app developer.

Branded mobile apps have been defined as software downloadable to a mobile

brand communication channel—create brand experiences and facilitate consumer-brand

to obtaining valuable information from digital technologies. In Spain, fashion products

recommendations through social media. Perceived value is crucial to continuance

being one of the main determinants of purchase intention.

consumers to access advertising messages at their convenience. When consumers receive

attitudes to mobile advertising is an important construct for mobile marketing research

Whereas previous research on attitudes towards mobile advertising has focused on

to the influence of data-driven message factors on attitudes towards and acceptance of

mobile advertising. While m-commerce provides a convenient way to shop, when

personalized experience. As for mobile advertising alerts, the irritation caused by

loyalty, brand image, and brand trustworthiness.

Review of Related Literature

The in-app advertising ecosystem is divided into players on the buy-side or

Publishers can either sell their inventory directly to ad networks or buy-side or

engage in real-time bidding (Kaplan, 2021).

Truong (2023) found that the optimal combination of publisher-controlled factors

clickthrough rate of in-app advertising.

(Ahasanuzzaman et al., 2020) in the GooglePlay Store. Ahasanuzzaman et al. (2022)

develop a reference architecture for ad library integration for app developers.

The ad networks connect publishers and advertisers, allowing advertisers to bid on

with multiple ad networks. Revenue optimization is a vital task for an ad exchange.

et al. (2017) develops a machine learning-based in-app ad selection algorithm and

propose an optimization model to maximize supply-side platform revenue. The current

prominent. Researchers provide either a novel optimal solution or suggest an extension of

literature on the buy-side is sparse.

how predictive analytics could be used by advertisers to optimize mobile location-based

ads. The optimization of advertisements based on ad characteristics such as design,

response remain unexplored.

Mobile App User Psychology and Behavior

2020). Ad factors such as credibility, information and perceived entertainment

considerably improve attitudes toward in-app ads (Sigurdsson et al.,2018).

qualitative comparative analysis and empirically show the sequential processing of

structural and semantic factors of in-app advertisements.

adversely react to when shopping through mobile apps.

Consumers control their in-app advertising performance through their behavior

and personal characteristics (Truong et al.,2019). However, studies on personal

Social Media Marketing and Brand Trust

From a marketing perspective, trust has been defined as a willingness of a

an online environment and social media, trust is considered as an important requirement

Consumers perceive social media as more trustworthy, as compared to traditional

objective content (Tatar & Eren-Erdoğmuş, 2016).

Social Media Marketing and Brand Loyalty

Customers instinctively repurchasing a particular brand, and even willing to pay a