“…According to the different aims of the articles under this research trend, authors were either concerned about the assessments of ads' value or to explore users' perception toward specific constructs such as trust, value corruption, consumer boundaries, image belief, or media types. The assessment of ads' value was addressed by nine articles (Logan, Bright & Gangadharbtla, 2012, Saxena & Khanna, 2013Dao et al, 2014;Dar et al, 2014;Deraz, Awuah & Abraha, 2015a;Deraz, Awuah & Abraha, 2015b;Haida & Rahim 2015;Martínez-Navarro & Bigné 2017;Shareef et al 2017). While the other four studies explored different constructs such as trust (Abdelkaader, 2013), beliefs (Natarajan et al, 2014;Beuckels, Cauberghe & Hudders, 2017), feelings (Morris, Choi & Ju, 2016), and advertising literacy (Lawlor, Dunne & Rowley, 2016 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 3 3 3 4 4 4 6 6 6 6 6 8 22…”