Future directions for research in in-app advertising
| TCCM | Research Gaps | Future Directions for Research |
|---|---|---|
| Theory | Only nine theories in marketing and psychology were applied to examine issues in in-app advertising literature. Need for more empirical studies with a theoretical foundation in in-app advertising | • Application of interactive advertising model, perceptual load theory, media engagement framework, theory of interactive media effects and psychological reactance theory |
| Context (Industry, country, ad format) | Studies from the industry sectors such as financial services, retailing, hospitality, media, and entertainment are non-existent. These sectors use in-app advertising extensively Studies from US consumers are prominent. Lesser understanding of users from Asia-Pacific and European regions Lack of understanding of issues concerning the buy-side or publishers of in-app ads Scarce literature comparing user behavior in different types of mobile apps and ad formats | • Comparative studies examining app user behavior across different industries • Cross-cultural comparative studies across different countries examining user behavior • Country-specific issues on regulation and compliance of app developers • Impact of publisher-controlled elements such as ad types, formats and ad position on ad effectiveness, information processing and behavior • Which type of in-app ad type is more effective if the advertising objective is to gain higher reach versus higher engagement with consumers? • Effects of different forms of in-app advertising on brand engagement • What formats of in-app advertisements lead to ad avoidance? • Research novel formats of in-app advertising such as reward ads, native ads, video ads, emoji ads, virtual reality ads and audio ads • Ad formats that have high ad fraud rate and mitigation |
| Characteristics (Antecedents and outcomes) | Studies examining user psychology and behavior constructs in in-app advertising are scarce Personal characteristics and their impact on in-app advertising are not examined | • Impact of content inappropriateness and data sharing in mobile apps on the brand • Effect of moderating variables such as age and gender on attitude and behavior toward in-app advertisements • Impact of motivation, attention and involvement on cognitive and emotional processing of in-app advertising • Possible outcomes of in-app advertising avoidance • User characteristics such as demographics, personality traits, culture on attitude toward the in-app advertisement |
| Methodology | Lack of mixed-method empirical research and qualitative research | • Empirical research with a strong theoretical foundation • Mixed method research • Qualitative research and case study • Effective machine learning techniques and artificial intelligence to mitigate ad fraud |
| TCCM | Research Gaps | Future Directions for Research |
|---|---|---|
| Theory | Only nine theories in marketing and psychology were applied to examine issues in in-app advertising literature. | • Application of interactive advertising model, perceptual load theory, media engagement framework, theory of interactive media effects and psychological reactance theory |
| Context | Studies from the industry sectors such as financial services, retailing, hospitality, media, and entertainment are non-existent. These sectors use in-app advertising extensively | • Comparative studies examining app user behavior across different industries |
| Characteristics | Studies examining user psychology and behavior constructs in in-app advertising are scarce | • Impact of content inappropriateness and data sharing in mobile apps on the brand |
| Methodology | Lack of mixed-method empirical research and qualitative research | • Empirical research with a strong theoretical foundation |
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