Mobile advertising: A systematic literature review and future research agenda

Abstract

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.

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

“…PI is also considered the predictor of the actual purchase (Chakraborty, 2019) and is widely accepted as consumers' interest to buy a particular brand or product (Chakraborty, 2019). In other words, the strength of customers' willingness to purchase is Social media marketing influence determined by the purchase intention (PI; Chakraborty, 2019;Lee et al, 2017), and in the digital marketing context, it is referred to as customers' willingness to purchase the products advertised on digital media platforms (Jebarajakirthy et al, 2021;Martins et al, 2019).…”

Impact of Customers Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender

“…Due to the importance of attitude in predicting behaviour, it has been frequently studied in social science research. For instance, Jebarajakirthy et al (2021) and Maseeh et al (2021a) stated that positive customer attitude towards mobile advertising leads to favourable intention to receive mobile advertisements. Similarly, Belanche, Casaló, Flavián, and Ibáñez-Sánchez (2021) found that individuals' attitude towards a social media influencer positively affects their intention to follow that social media influencer.…”

Specificities Introduced by Mobile Phones in the Relationship Between Children and Commercial Content

“…Researchers have studied children' attitudes to the advertising they are exposed to on their mobiles (Jebarajakirthy et al, 2021;Maseeh et al, 2021). As is the case with online advertising (Andersen et al, 2008;Sandberg, 2011), unsolicited mobile phone advertising irritates users (Martínez et al, 2013).…”

“…The relevance of advertising recognition by children derives from the need for them to treat and process it as such, as concluded by ; hence, recognition is taken as the first variable of analysis. Likewise, as Jebarajakirthy et al (2021) and Maseeh et al (2021) state that user attitude is a key variable in describing the relationship between children and mobile phone advertising, and thus this study assumes that prior attitude towards the service affects how children interact with the advertising to which they are exposed. Some researchers have suggested that minors' perception of privacy risk negatively affects their attitude towards mobile advertising (Gao et al, 2012(Gao et al, , 2013Mansour & Fathelrahman, 2012); hence, following Jebarajakirthy et al (2021), the trust variable was incorporated and analyzed in this study to gain insight on the services in which children trust the advertising to which they are exposed.…”

“…In the search for the most attractive combination to reach children, brands include games and entertainment and in doing so call upon emotions with ties to social experiences rather than rationality (Nairn & Fine, 2008). Despite there being suggestions that irritation generates negative attitudes towards mobile advertising (Jebarajakirthy et al, 2021;Maseeh et al, 2021), there are no studies on the causes of this irritation (Raines, 2013). In order to explore and deepen our understanding on the factors that influence the effectiveness of advertising messages in the mobile context from a qualitative perspective, a third research question is posed:…”