In-app advertising: a systematic literature review and implications for future research (original) (raw)
2023, Spanish Journal of Marketing - ESIC
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 inapp 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.
Sign up for access to the world's latest research
checkGet notified about relevant papers
checkSave papers to use in your research
checkJoin the discussion with peers
checkTrack your impact
Related papers
Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements
Journal of Promotion Management, 2017
Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers’ attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede’s cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility, and information significantly improve attitudes toward in-app advertisements, and that the effectiveness of these advertisements is based on cultural differences. The participants from India exhibited more positive attitudes toward in-app advertisements than their counterparts from the UK. The entertainment factor had a greater impact on Indian, while credibility and information had a more significant impact on smartphone users from the UK.
App Advertising: The Rise of the Player Commodity
Explorations in Critical Studies of Advertising
The global diffusion of mobile devices—smartphones and tablets—has fundamentally changed the way consumers interact with brands, and vice-versa, how companies are using marketing strategies to position their products and services. On an average day, US consumers spend more time using mobile apps, than they watch television. Tellingly, the two major digital advertising behemoths, Facebook and Google, derive the majority of their revenue from their mobile products, instead of their desktop services. As a subset of digital advertising, mobile marketing is a particular catalyst for growth. And within the wider mobile domain, app advertising is spearheading the transformation of advertising tools, technologies and strategies.
Moderating Factors Affecting Intention to Access In-App Advertisements
Global Journal Of Emerging Sciences, 2019
Role of moderator in research is significant. Many researchers consider moderator in terms of control factors or constants; however, moderator can significantly increase value of research model. In this article, a review is made of recent literature to identify potential moderators for in-app advertisements adoption models. In-app advertisements is an evolving technology which is spreading at varying speed across the globe. There is scope of research in this field. Recent research articles are reviewed to identify potential moderators. Their proposed relationships in various scenarios are presented. At the end of the review, relevant moderators for in-app advertisement adoption models are presented with examples how researchers can find relevant moderators in a scenario.
Changes in advertising media and the increasing sophistication of mobile technology are propelling the advertising field forward and have positively influenced the success potential of different types of game advertising forms. The purpose of this paper is to evaluate the current state of mobile in-game advertising and then place it into the context of the wider discussion evolving in the advertising field. Mobile-games- based advertising can be seen as one form of branded entertainment. This study employs as its methodology a literature review and synthesizes a framework for positioning mobile in-game advertising in the wider field of advertising. For academics, this paper identifies a number of fruitful research opportunities. For managers it provides insights on how to conduct mobile in-game advertising.
The rapid development of smartphones has resulted in the increasing use of mobile devices to deliver advertisements for products and services. Many firms in Vietnam have invested numerous resources in this field, and an in-depth understanding of mobile advertising is necessary to develop a successful mobile advertising strategy. Based on the existing literature regarding attitudes toward mobile advertising, a questionnaire was constructed to illustrate the factors affecting consumer attitudes toward advertisements on the mobile web and mobile applications. A survey of 206 participants was conducted in this study using the convenience sampling method. The findings of this study show that although many users do not have positive feelings toward advertising, they cannot ignore the importance of mobile advertising. If mobile advertisers can present credibility and entertainment in their advertisements, consumers are willing to view the ads and be influenced to buy products and services....
Advertising in mobile games: A conceptualization of mobile in-game advertising
Abstract Changes in advertising mediums and sophistication of mobile technologies are propelling the advertising field and have positively influenced the success potential of different types of game advertising forms. The purpose of this paper is to evaluate the current state of mobile in-game advertising and then place it into a wider discussion evolving in advertising field. Mobile games based advertising can be seen as one form of branded entertainment.
Branded Apps and Mobile Platforms as New Tools for Advertising
With the popularity of mobile devices, firms have embraced mobile platforms and mobile applications (apps henceforth) as a new channel that can potentially enhance consumer experience, brand loyalty, and ultimately revenue growth. Unlike traditional advertising channels, mobile devices are characterized by their portable, interactive, immediate and ubiquitous nature. As such, a firm can take advantage of app technology and enable consumers to engage with its brand even when they are on the move. Such "anytime, anywhere" engagement can positively affect consumers' attitudes and relationships toward a brand and their purchase intention. In this chapter, we examine the way mobile platforms and branded apps forge new grounds in advertising, and we also posit forward-looking implications that offer managerial recommendations that allow advertisers to strategically leverage branded apps and mobile platforms to promote consumer engagement and loyalty.
Mobile games as an advertising medium: towards a new research agenda
Innovative Marketing, 2007
The field of advertising has witnessed an increase in the amount of mediums to carry the messages to end customers. The widespread popularity of the e-commerce and m-commerce has accelerated the increase in the number and quality of novel mediums such as mobile medium. Mobile games as an advertising medium is a pertinent field of advertising that is rarely studied, however practitioners have already realized the potential of mobile games to provide messages to a well targeted audience. Emboldened by this fact the purpose of the paper is to encapsulate the current knowledge regarding mobile games as an advertising medium. This is done by a review of mobile games research. This kind of contribution enables more precise research and development of managerial concepts and tools that benefits both managers and academics pursuing their noble quests for increased understanding of advertising and its effectiveness. The paper concludes by detailing the limitations of the study and illustrates some of the possible avenues for further research on this progressing and emerging topic.
Loading Preview
Sorry, preview is currently unavailable. You can download the paper by clicking the button above.