Summary of literature reviews in mobile advertising in the past decade
| Author | Type of review | Focus of the review | Findings/research gaps in the context of in-app advertising |
|---|---|---|---|
| Maseeh et al. (2021) | Meta-analysis | Mobile advertising | Antecedents, attitudes and intentions to receive mobile advertisements were analyzed. In-app advertising received limited attention and was not included in the keyword search |
| Jebarajakirthy et al. (2021) | Systematic literature review | Mobile advertising | The scope of the paper is broad and in-app advertising received limited attention. Mobile marketing and mobile advertising were the keywords used. However, researchers posit privacy issues and security risks as one of the key concerns in in-app advertising |
| Narang and Shankar (2019) | 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. (2019) | Literature review | In-app advertising | Examines in-app advertising processes, in-app ad space supply and delivery process and participants. The paper develops a framework to enhance the effectiveness of in-app advertising. However, the review’s focus is on examining relationships between publisher-controlled factors and the effectiveness of in-app advertising |
| Grewal et al. (2016) | Literature review | Mobile advertising | Develops a broad framework to examine mobile advertising effectiveness including market, firm, consumer and context factors along with ad goals, ad elements and outcome metrics. The review did not examine any issues related to in-app advertising |
| Bauer and Strauss (2016) | Systematic literature review | Location-based advertising | Focuses on location-based targeted advertising and in-app advertising is not part of the search strategy |
| Billore and Sadh (2015) | Literature review | Mobile advertising | Proposes framework for mobile advertising acceptance. However, issues in in-app advertising are not addressed |
| Varnali and Toker (2010) | Literature review | Mobile marketing | In-app advertising being a more recent phenomenon, is not included in the keyword search. The review summarizes key topics in mobile marketing research |
| Present study | Systematic literature review | In-app advertising | This review is a domain-based systematic literature review, using the TCCM framework. The study identifies five key themes in the current literature on in-app advertising using thematic analysis. Our findings reveal the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and issues in the buy-side of in-app advertising |
| Author | Type of review | Focus of the review | Findings/research gaps in the context of in-app advertising |
|---|---|---|---|
| Meta-analysis | Mobile advertising | Antecedents, attitudes and intentions to receive mobile advertisements were analyzed. In-app advertising received limited attention and was not included in the keyword search | |
| Systematic literature review | Mobile advertising | The scope of the paper is broad and in-app advertising received limited attention. Mobile marketing and mobile advertising were the keywords used. However, researchers posit privacy issues and security risks as one of the key concerns in in-app advertising | |
| 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 | |
| Literature review | In-app advertising | Examines in-app advertising processes, in-app ad space supply and delivery process and participants. The paper develops a framework to enhance the effectiveness of in-app advertising. However, the review’s focus is on examining relationships between publisher-controlled factors and the effectiveness of in-app advertising | |
| Literature review | Mobile advertising | Develops a broad framework to examine mobile advertising effectiveness including market, firm, consumer and context factors along with ad goals, ad elements and outcome metrics. The review did not examine any issues related to in-app advertising | |
| Systematic literature review | Location-based advertising | Focuses on location-based targeted advertising and in-app advertising is not part of the search strategy | |
| Literature review | Mobile advertising | Proposes framework for mobile advertising acceptance. However, issues in in-app advertising are not addressed | |
| Literature review | Mobile marketing | In-app advertising being a more recent phenomenon, is not included in the keyword search. The review summarizes key topics in mobile marketing research | |
| Present study | Systematic literature review | In-app advertising | This review is a domain-based systematic literature review, using the TCCM framework. The study identifies five key themes in the current literature on in-app advertising using thematic analysis. Our findings reveal the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and issues in the buy-side of in-app advertising |
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