How Customers Trust Mobile Marketing Applications

  title={How Customers Trust Mobile Marketing Applications},
  author={Andreas Janson and Axel Hoffmann and Holger Hoffmann and Jan Marco Leimeister},
Smartphone applications for marketing purposes like free advertising games or mobile loyalty programs are becoming increasingly prevalent. Unfortunately, due to recurring news about the excessive use of personal data, many customers consider such applications as suspicious. As a key driver for adoption, organizations try to facilitate customers’ perceived… CONTINUE READING