Mobile advertising: A systematic literature review and future research agenda

By Charles Jebarajakirthy, Haroon Iqbal Maseeh, Zakir Morshed, Amit Shankar, D. Arli, R. Pentecost. International Journal of Consumer Studies, 2021

178 citations recorded by the source corpus.

The purpose of this research is to review the extant literature on mobile advertising systematically and to carry out a comprehensive analysis of research in this emerging field. Accordingly, this paper synthesises the literature on mobile advertising in terms of theories, contexts, characteristics and methodology to analyse the development of mobile advertising research over time. The literature review shows that mobile advertising research has transitioned from text message-based SMS advertisements into internet-based smartphone advertising. Furthermore, based on the synthesis, we have developed a conceptual framework that shows the antecedents, mediators and consequences of mobile advertising. Additionally, we have identified some overlooked areas and proposed some insightful research directions to advance this field of research. This review contributes to the mobile marketing literature, specifically to the mobile advertising literature.

View Paper: https://www.semanticscholar.org/paper/26b0cd8211145c5c5b793deab7c621148fcc4507

Citations in the corpus

• Frameworks for developing impactful systematic literature reviews and theory building: What, Why and How? (2023, unknown): “Since they adhere to a stringent scientific design, and are based on transparent and reproducible methods, they are able to provide a reliable synthesis of extant literature (Jebarajakirthy et al., 2021).”