Take it on the Chin! Advertising Acceptance on Mobile Platforms- A Review of Literature

Abstract

This study aims to consolidate existing literature results through a systematic review to develop a comprehensive conceptual framework. This study followed Pollock and Berge's (2018) six-stage methods of the systematic review to achieve the aims. Bibliometric and content analysis was conducted using 48 articles collected from six databases: Science Direct, Emerald Insight, Wiley online Library, Sage Pub, Springer Link, and Taylor & Francis. The content analysis reveals three major categories of the antecedent: advert attributes, personal factors, and environmental factors that affect mobile advertising value, attitude, and acceptance. The differences in the factors leading to mobile advertising acceptance are observed across different age groups, regions, advertising types, and cultures.  The study concludes with theoretical implications and future research directions. The study highlights some of the regions and mobile advertising contexts where further research is needed. These consolidated findings are useful for advertisers in planning future mobile advertising campaigns.