Theoretical perspectives used in the in-app advertising literature
| Theory and description | In-app advertising literature | Research objectives |
|---|---|---|
| Experience Economy Theory: Pine and Gilmore (1999) delineated four dimensions of the experience economy that drive consumer engagement | Sung (2021) | The objective was to investigate consumer responses to augmented reality in-app advertising by measuring shared social experience and purchase intention |
| Information Processing Theory: Information is processed in distinct stages which normally consist of attention, elaboration and behavior (Miller, 1956) | Mattke et al. (2021) | The objective was to observe the processing of structural and semantic factors that leads to clicking behavior |
| Limited Capacity Theory: The theory posits that attention is limited in overall capacity (Lang, 2000) | ||
| Uses and Gratification Theory: The theory helps understand why people use particular type of media and what gratifications do they get from using them (Katz et al., 1973) | Sigurdsson et al. (2018) | The objective was to investigate consumers’ attitudes toward in-app ads in terms of ad value |
| Logan (2017) | The objective was to investigate attitudes toward in-app ads in different app categories | |
| Aydin and Karamehmet (2017) | The objective was to determine the major factors influencing consumers’ attitudes toward SMS and mobile application advertising | |
| Theory of Narrative Transportation: The theory proposes that people are often influenced and changed by a narrative, and it can be used to persuade people to change their attitudes and beliefs (Green and Brock, 2000) | Sung et al. (2022) | The objective was to examine narrative transportation (in response to ad storytelling) and spatial immersion in AR advertising |
| Theory of Planned Behavior (TPB): An individual’s decision to engage in a specific behavior can be predicated by their intention to engage in that behavior (Ajzen, 1991) | Cheung and To (2017) | The objective was to extend TPB to include the “propensity to trust” and “trust” as antecedents of users’ attitudes toward in-app ads |
| Hsu et al. (2020) | The objective was to investigate parental perspectives on the adoption of the m-Learning app with in-app ads | |
| Schema Congruity Theory: Assimilation of new information is dependent on the levels of fit between new information and the existing schema (Mandler, 1982) | Wang and Chou (2019) | The objective was to examine how the degree of congruity between promoted products in interstitial ads and the mobile gaming app environment affects consumer response |
| Elaboration Likelihood Model: The model explains how humans process stimuli differently and how these processes change attitudes and, consequently, behavior (Petty and Cacioppo, 1986) | Cicek et al. (2018) | The objective was to investigate the effects of ad banner location, app type and orientation on ad recall |
| Prospect Theory: The theory assumes that losses and gains are valued differently, and decisions are made on perceived gains instead of perceived losses (Kahneman and Tversky, 1979) | Sung (2020) | The objective was to examine factors affecting the relationship between brand trust and purchase intentions. The moderating role of the anticipated gain, i.e. access to discounts was examined |
| Theory and description | In-app advertising literature | Research objectives |
|---|---|---|
| The objective was to investigate consumer responses to augmented reality in-app advertising by measuring shared social experience and purchase intention | ||
| The objective was to observe the processing of structural and semantic factors that leads to clicking behavior | ||
| The objective was to investigate consumers’ attitudes toward in-app ads in terms of ad value | ||
| The objective was to investigate attitudes toward in-app ads in different app categories | ||
| The objective was to determine the major factors influencing consumers’ attitudes toward SMS and mobile application advertising | ||
| The objective was to examine narrative transportation (in response to ad storytelling) and spatial immersion in AR advertising | ||
| The objective was to extend TPB to include the “propensity to trust” and “trust” as antecedents of users’ attitudes toward in-app ads | ||
| The objective was to investigate parental perspectives on the adoption of the m-Learning app with in-app ads | ||
| The objective was to examine how the degree of congruity between promoted products in interstitial ads and the mobile gaming app environment affects consumer response | ||
| The objective was to investigate the effects of ad banner location, app type and orientation on ad recall | ||
| The objective was to examine factors affecting the relationship between brand trust and purchase intentions. The moderating role of the anticipated gain, i.e. access to discounts was examined |
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