eCite Digital Repository
A meta-analytic review of mobile advertising research
Citation
Maseeh, H Iqbal and Jebarajakirthy, C and Pentecost, R and Ashaduzzaman, M and Arli, D and Weaven, S, A meta-analytic review of mobile advertising research, Journal of Business Research, 136 pp. 33-51. ISSN 0148-2963 (2021) [Refereed Article]
Copyright Statement
Copyright © 2021 Published by Elsevier Inc. All rights reserved.
DOI: doi:10.1016/j.jbusres.2021.06.022
Abstract
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 Details
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: | 13 |
Deposited By: | TSBE |
Deposited On: | 2022-02-04 |
Last Modified: | 2022-03-04 |
Downloads: | 0 |
Repository Staff Only: item control page