RESEARCH

PRESENTATION
CONSUMER TRUST IN THE
MOBILE ERA: EXPLORING THE
INFLUENCE OF IN-APP
ADVERTISING ON BRAND
TRUSTWORTHINESS
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.
RRL (FOREIGN)
TRUONG (2023)
Optimal combination of publisher-
controlled factors such as duration,
timing, size and position of the ad
space significantly improves the click-
through rate of in-app advertising.
SIGURDSSON ET AL.,2018
This theme primarily focuses on
studies on attitude, behavioral
intention and user behavior toward
in-app advertising.
FOUX, 2016
Consumers perceive social media as
more trustworthy, as compared to
traditional elements of promotion
mix
RRL (LOCAL)
TUTEN AND SOLOMON, 2017
The social network sites are the online
hosts that allow members to create
their own private profile such as
Facebook, Twitter, LinkedIn
KAPLAN, 2021
Publishers can either sell their
inventory directly to ad networks or
buy-side or engage in real-time
bidding
SIGNIFICANCE

TO THE TO THE TO THE FUTURE

CUSTOMERS BUSINESS RESEARCHERS
OWNERS
THEORETICAL
FRAMEWORK
NELSON’S
THEORY OF
ADVERTISING
CONCEPTUAL
FRAMEWORK
STATEMENT OF THE

PROBLEM
This study aims to
determine the influence of
in-app advertising towards
brand trustworthiness.
STATEMENT OF THE

PROBLEM
1.How may the demographic
profile of the respondents be
described in terms of:
1.1 age;
1.2 sex; and
1.3 brand preference.
STATEMENT OF THE

PROBLEM
2. What are the in-app advertising
strategies utilized by businesses in
Candaba, Pampanga?
STATEMENT OF THE

PROBLEM
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.
STATEMENT OF THE

PROBLEM
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.
STATEMENT OF THE

PROBLEM
5. Is there a significant relationship between in-
app advertising and brand trustworthiness?
 HYPOTHESIS

STATEMENT
NULL: In-app advertising has no influence on
brand trustworthiness

ALTERNATIVE: In-app advertising has an

influence on brand trustworthiness
SCOPE AND
DELIMITATION
METHODOLOGY
METHODS AND
TECHNIQUES
DESCRIPTIVE-
CORRELATIONAL

RESPONDENTS SAMPLING TECHNIQUE

378 CUSTOMERS IN SIMPLE RANDOM
CANDABA, PAMPANGA
SAMPLING
INSTRUMENTS

SURVE QUESTIONNAIRE

DATA GATHERING STATISTICAL TOOL

• Administering LINEAR
• Collection
REGRESSION
• Organization
• Analysis and Presentation ANALYSIS
THANK YOU