In-app advertising: a systematic literature review and implications for future research

Upadhyaya, Pallavi and Maddodi, Chetana Balakrishna (2023) In-app advertising: a systematic literature review and implications for future research. Spanish Journal of Marketing - ESIC. pp. 1-22.

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Abstract

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 use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context�Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods. Findings – Using thematic analysis, 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. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of in�app advertising. Originality/value – This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.

Item Type:	Article
Uncontrolled Keywords:	In-app advertising, Mobile app advertising, Mobile marketing, Systematic literature review
Divisions:	Marketing Management
Depositing User:	Mr. Mahesha Havanje
Date Deposited:	02 Dec 2023 04:32
Last Modified:	11 Mar 2024 08:48
URI:	http://tapmi.informaticsglobal.com/id/eprint/803

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