Mobile advertising: A systematic literature review and future research
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 ...
Mobile Advertising: A systematic literature review and future research
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 ...
Mobile advertising: A systematic literature review and future research
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.
Mobile advertising: A systematic literature review and future research
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.
Mobile Advertising: A systematic literature review and future research
Mobile Advertising: A systematic literature review and future research agenda . Authors: 1. Dr Charles Jebarajakirthy Lecturer in Marketing . Department of Marketing . Griffith Business School. Gold Coast Campus . Griffith University . QLD 4222, Australia . Email: [email protected] . 2. Mr Haroon Iqbal Maseeh Doctoral Candidate
Mobile advertising: A systematic literature review and future research
This page is a summary of: Mobile advertising: A systematic literature review and future research agenda, International Journal of Consumer Studies, July 2021, Wiley, DOI: 10.1111/ijcs.12728. You can read the full text: Read
Mobile Advertising: A Framework and Research Agenda
Mobile Advertising Framework. Our organizing framework (Fig. 1) has seven main components. First, to highlight the central role that context plays in determining the effectiveness of mobile advertising, we discuss the effects of the environmental context and the technological context. Second, we consider consumer-related contextual variables ...
PDF Mobile advertising: A systematic literature review and future research
smartphones as an advertising medium (Clark et al., 2018; Stewart & Cunningham, 2017). The Mobile Marketing Association defines mobile advertis-ing as "a form of advertising that is communicated to the con-sumer/target via a handset" (2008, p. 21). Mobile advertisements can vary from text-based SMS advertisements to smartphone-
A meta-analytic review of mobile advertising research
In-app advertising: a systematic literature review and implications for future research. The authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns.
Mobile advertising : A systematic literature review and future research
International Journal of Consumer Studies.. - Wiley, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 45.2021, 6 (06.07.), p. 1258-1291
Mobile Advertising: A Framework and Research Agenda
Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment ...
In-app advertising: a systematic literature review and implications for
Literature review: Mobile marketing: The review identifies a research agenda based on emerging technologies in the mobile marketing space and future research revolving around personalization in in-app advertising. Keywords and methods used for review are not specified: Truong et al. Literature review: In-app advertising
Mobile advertising: A systematic literature review and future research
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.
Mobile advertising: A systematic literature review and future research
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.
Value creation in mobile social media: a systematic review and agenda
The purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers and an agenda for future research.,The authors conducted a systematic review following three main steps: keyword search, study selection and data extraction.
In-app advertising: a systematic literature review and implications for
Purpose The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions. Design/methodology/approach The authors ...
Mobile advertising: A systematic literature review and future research
Mobile advertising: A systematic literature review and future research agenda. Charles Jebarajakirthy, Haroon Iqbal Maseeh, Zakir Morshed, Amit Shankar, Denni Arli, Robin Pentecost ... Overview; Fingerprint; Fingerprint Dive into the research topics of 'Mobile advertising: A systematic literature review and future research agenda'. Together ...
Frontiers
The advertisement-related outcome variable is consumers' attitudes toward advertisements. These findings provide a clear guideline to grasp the main streams of the AR marketing literature. Future Research Agenda. A systematic literature review integrates research papers in a comprehensive, structured, and analytical way.
Mobile Advertising: A Framework and Research Agenda
2017. TLDR. The Mobile Advertising Effectiveness Framework for Consumer Engagement (MAEF4CE), which relates medium types, creative attributes, ad formats, device specific ads, and brand visibility as mobile advertisement characteristics, and uncover the combination of characteristics that elicits optimal consumer engagement in mobile ...
Sci-Hub
Jebarajakirthy, C., Maseeh, H. I., Morshed, Z., Shankar, A., Arli, D., & Pentecost, R. (2021). Mobile advertising: A systematic literature review and future research ...
Mobile advertising: A systematic literature review and future research
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 ...
A meta-analytic review of mobile advertising research
Abstract. Adopting a meta-analysis approach, this study synthesises the quantitative literature on mobile advertising and proposes a meta-analytic conceptual model that shows the frequently studied variables in the literature. We performed a bivariate and a multivariate meta-analysis to examine the association between the antecedents, attitude ...
Augmented Reality Marketing: A Systematic Literature Review and an
Augmented reality (AR) is a potentially disruptive technology that enriches the consumer experience and transforms marketing. With the surging popularity of AR in marketing practice, academic efforts to investigate its effects on consumer experience, response, and behavior have increased significantly. To obtain an integrated and comprehensive ...
Two decades of research on "masstige" marketing: A systematic
The International Journal of Consumer Studies is a leading international consumer research journal. ... Two decades of research on "masstige" marketing: A systematic literature review and future research agenda. Muskan ... the present moment offers an appropriate time to consolidate the existing literature and lay the groundwork for future ...
New Economic Trends and Adoption of Mobile Payments: A Systematic
A systematic literature review is different from traditional reviews with surveys and expert comments ... Social networks motivate the use of the mobile phone as a facilitating tool for mobile payment. RQ4: The electronic marketing strategy of companies motivates the user to use the mobile phone. ... In future research, it is recommended to ...
COMMENTS
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 ...
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 ...
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.
Mobile Advertising: A systematic literature review and future research agenda . Authors: 1. Dr Charles Jebarajakirthy Lecturer in Marketing . Department of Marketing . Griffith Business School. Gold Coast Campus . Griffith University . QLD 4222, Australia . Email: [email protected] . 2. Mr Haroon Iqbal Maseeh Doctoral Candidate
This page is a summary of: Mobile advertising: A systematic literature review and future research agenda, International Journal of Consumer Studies, July 2021, Wiley, DOI: 10.1111/ijcs.12728. You can read the full text: Read
Mobile Advertising Framework. Our organizing framework (Fig. 1) has seven main components. First, to highlight the central role that context plays in determining the effectiveness of mobile advertising, we discuss the effects of the environmental context and the technological context. Second, we consider consumer-related contextual variables ...
smartphones as an advertising medium (Clark et al., 2018; Stewart & Cunningham, 2017). The Mobile Marketing Association defines mobile advertis-ing as "a form of advertising that is communicated to the con-sumer/target via a handset" (2008, p. 21). Mobile advertisements can vary from text-based SMS advertisements to smartphone-
In-app advertising: a systematic literature review and implications for future research. The authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns.
International Journal of Consumer Studies.. - Wiley, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 45.2021, 6 (06.07.), p. 1258-1291
Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment ...
Literature review: Mobile marketing: The review identifies a research agenda based on emerging technologies in the mobile marketing space and future research revolving around personalization in in-app advertising. Keywords and methods used for review are not specified: Truong et al. Literature review: In-app advertising
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.
The purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers and an agenda for future research.,The authors conducted a systematic review following three main steps: keyword search, study selection and data extraction.
Purpose The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions. Design/methodology/approach The authors ...
Mobile advertising: A systematic literature review and future research agenda. Charles Jebarajakirthy, Haroon Iqbal Maseeh, Zakir Morshed, Amit Shankar, Denni Arli, Robin Pentecost ... Overview; Fingerprint; Fingerprint Dive into the research topics of 'Mobile advertising: A systematic literature review and future research agenda'. Together ...
The advertisement-related outcome variable is consumers' attitudes toward advertisements. These findings provide a clear guideline to grasp the main streams of the AR marketing literature. Future Research Agenda. A systematic literature review integrates research papers in a comprehensive, structured, and analytical way.
2017. TLDR. The Mobile Advertising Effectiveness Framework for Consumer Engagement (MAEF4CE), which relates medium types, creative attributes, ad formats, device specific ads, and brand visibility as mobile advertisement characteristics, and uncover the combination of characteristics that elicits optimal consumer engagement in mobile ...
Jebarajakirthy, C., Maseeh, H. I., Morshed, Z., Shankar, A., Arli, D., & Pentecost, R. (2021). Mobile advertising: A systematic literature review and future research ...
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 ...
Abstract. Adopting a meta-analysis approach, this study synthesises the quantitative literature on mobile advertising and proposes a meta-analytic conceptual model that shows the frequently studied variables in the literature. We performed a bivariate and a multivariate meta-analysis to examine the association between the antecedents, attitude ...
Augmented reality (AR) is a potentially disruptive technology that enriches the consumer experience and transforms marketing. With the surging popularity of AR in marketing practice, academic efforts to investigate its effects on consumer experience, response, and behavior have increased significantly. To obtain an integrated and comprehensive ...
The International Journal of Consumer Studies is a leading international consumer research journal. ... Two decades of research on "masstige" marketing: A systematic literature review and future research agenda. Muskan ... the present moment offers an appropriate time to consolidate the existing literature and lay the groundwork for future ...
A systematic literature review is different from traditional reviews with surveys and expert comments ... Social networks motivate the use of the mobile phone as a facilitating tool for mobile payment. RQ4: The electronic marketing strategy of companies motivates the user to use the mobile phone. ... In future research, it is recommended to ...