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  • Mobile advertising: A systematic literature review and future research agenda

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    Embargoed until: 2023-06-26
    File version
    Accepted Manuscript (AM)
    Author(s)
    Jebarajakirthy, Charles
    Maseeh, Haroon Iqbal
    Morshed, Zakir
    Shankar, Amit
    Arli, Denni
    Pentecost, Robin
    Griffith University Author(s)
    Jebarajakirthy, Charles P.
    Maseeh, Haroon Iqbal
    Pentecost, Robin
    Year published
    2021
    Metadata
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    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 ...
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    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.
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    Journal Title
    International Journal of Consumer Studies
    DOI
    https://doi.org/10.1111/ijcs.12728
    Copyright Statement
    © 2021 John Wiley & Sons Ltd. This is the peer reviewed version of the following article: Mobile advertising: A systematic literature review and future research agenda, International Journal of Consumer Studies, 2021, which has been published in final form at https://doi.org/10.1111/ijcs.12728. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving (http://olabout.wiley.com/WileyCDA/Section/id-828039.html)
    Note
    This publication has been entered as an advanced online version in Griffith Research Online.
    Subject
    Marketing
    Social Sciences
    Business & Economics
    mobile advertising
    mobile marketing
    Publication URI
    http://hdl.handle.net/10072/406477
    Collection
    • Journal articles

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