Mobile advertising research: a comprehensive domain mapping analysis of 22 years (2001 – 2022)

Purpose This paper aims to understand the scholarly contributions to mobile advertising by analyzing the publishing trend from 2001 to 2022 from the documents indexed in the Scopus database. Design/methodology/approach A total of 348 documents were selected for analysis published between 2001 and 2022. The garnered data was examined using a bibliometric domain mapping analysis technique using computer-aided software R and VOSviewer and manually exploring the articles. Findings The results of this study discover the most prolific authors in the mobile advertising domain and other seminal works carried out by productive researchers in the field of mobile advertising. The journals in which most instrumental research studies have been published are also identified. Moreover, the co-citation, bibliometric coupling and co-occurrence analysis of literature are also carried out to draw themes concerning mobile advertising research that have been identified and categorized. Research limitations/implications This research analyzed a singular, exclusive database, “Scopus,” which limited the sectoral scope of publications. Since the present research uses bibliometric analysis, these studies cannot conduct sentiment analysis of the chosen studies. Practical implications Marketing professionals looking after technological advancements may use this study to understand the broad scope of mobile advertising applicability across diverse domains and discuss the trade-offs that may address significant bottlenecks in mobile advertising applications. Originality/value To the best of the authors’ knowledge, this paper is one of the latest attempts in recent times to understand the research work in mobile advertising using a bibliometric domain analysis approach.