In-app advertising: a systematic literature review and implications for future research
Document Type
Article
Publication Title
Spanish Journal of Marketing - ESIC
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.
DOI
10.1108/SJME-05-2022-0120
Publication Date
1-1-2023
Recommended Citation
Maddodi, Chetana Balakrishna and Upadhyaya, Pallavi, "In-app advertising: a systematic literature review and implications for future research" (2023). Open Access archive. 8807.
https://impressions.manipal.edu/open-access-archive/8807
