The purpose of this research is to review the extant literature on mobile advertising systematically and to carry out a comprehensive analysis of research in this emerging field. Accordingly, this paper synthesises the literature on mobile advertising in terms of theories, contexts, characteristics and methodology to analyse the development of mobile advertising research over time. The literature review shows that mobile advertising research has transitioned from text message-based SMS advertisements into internet-based smartphone advertising. Furthermore, based on the synthesis, we have developed a conceptual framework that shows the antecedents, mediators and consequences of mobile advertising. Additionally, we have identified some overlooked areas and proposed some insightful research directions to advance this field of research. This review contributes to the mobile marketing literature, specifically to the mobile advertising literature.

Item Type:	Refereed Article
Keywords:	mobile advertising, mobile marketing, research agenda, systematic literature review, TCCM framework
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Consumer behaviour
Objective Division:	Information and Communication Services
Objective Group:	Communication technologies, systems and services
Objective Field:	Mobile technologies and communications
UTAS Author:	Arli, D (Dr Denni Arli)
ID Code:	148790
Year Published:	2021
Web of Science® Times Cited:	24
Deposited By:	TSBE
Deposited On:	2022-02-09
Last Modified:	2022-03-17
Downloads:	0