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

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-11-23 DOI:10.1108/sjme-05-2022-0120

C. Maddodi, Pallavi Upadhyaya

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引用次数: 0

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.

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应用内广告：系统文献综述及对未来研究的启示

目的本研究旨在回顾和总结有关应用内广告的文献，找出差距并提出未来的研究方向。设计/方法/途径作者采用系统文献综述（SLR）方法，遵循 PRISMA 准则，调查应用内广告的研究现状。研究使用了 Scopus 和 Web of Science 数据库中的 44 篇入围文章。作者采用理论-背景-特征-方法（TCCM）框架，分析了理论、背景、特征和方法方面的差距。研究结果通过主题分析，作者确定了应用内广告文献的五大主题，即广告平台优化；移动应用用户心理和行为；广告效果；广告欺诈；以及安全、隐私和其他用户关注点。研究结果表明，需要在应用内广告的新兴广告形式、用户行为和应用内广告买方方面开展实证研究，并奠定坚实的理论基础。原创性/价值这是一项首次使用 TCCM 框架在新兴的应用内广告领域开展基于领域的 SLR 研究。作者强调了应用内广告与移动网络广告的主要区别。作者提出了广告领域的理论，可用于未来的应用内广告实证研究。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.