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

Abstract

This study consolidates existing literature through a systematic review to develop a comprehensive conceptual framework. This study followed Pollock and Berge’s (2018) six-stage systematic review methods to achieve the aims. We conducted a bibliometric and content analysis using 48 articles from six databases: Science Direct, Emerald Insight, Wiley online Library, Sage Pub, Springer Link, and Taylor & Francis. The content analysis discloses three major categories of the antecedent: advert attributes, personal factors, and environmental factors that affect mobile advertising value, attitude, and acceptance. We found the antecedents to mobile advertising acceptance are not the same for all. They vary across age groups, regions, advertising types, and cultures. The study concludes with theoretical implications and future research directions. The study identified some regions where more research on mobile advertising is needed. These consolidated findings are useful for advertisers in planning future mobile advertising campaigns

Keywords

• mobile advertising attitude
• mobile advertising value
• location-based advertising
• permission-based advertising
• app-based advertising