Adopting a meta-analysis approach, this study synthesises the quantitative literature on mobile advertising and proposes a meta-analytic conceptual model that shows the frequently studied variables in the literature. We performed a bivariate and a multivariate meta-analysis to examine the association between the antecedents, attitude, and intention to receive mobile advertisements. The findings show that personalisation, entertainment, credibility, and informativeness are positively associated with customer attitudes towards receiving mobile advertisements while irritation is negatively associated with it. Attitudes have a positive relationship with intention to receive mobile advertising. To investigate the possible reasons for inconsistent findings, we performed a moderation analysis. The findings provide insightful recommendations to mobile advertisers to design effective mobile advertisements that can trigger positive customer attitudes and intention to receive mobile advertisements. Academically, this meta-analysis shows the most influencing factors that trigger positive customer attitudes towards receiving mobile advertisements. Furthermore, it explains the possible reasons for inconsistent findings of the previous studies. Accordingly, it contributes to the mobile advertising literature.

Item Type:	Refereed Article
Keywords:	mobile advertising, mobile marketing, meta-analysis, path-analysis, MASEM
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Consumer behaviour
Objective Division:	Information and Communication Services
Objective Group:	Media services
Objective Field:	Internet, digital and social media
UTAS Author:	Arli, D (Dr Denni Arli)
ID Code:	148719
Year Published:	2021
Web of Science® Times Cited:	6
Deposited By:	TSBE
Deposited On:	2022-02-04
Last Modified:	2022-03-04
Downloads:	0