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A meta-analytic review of mobile advertising research

Maseeh, H Iqbal, Jebarajakirthy, C, Pentecost, R, Ashaduzzaman, M, Arli, D and Weaven, S 2021 , 'A meta-analytic review of mobile advertising research' , Journal of Business Research, vol. 136 , pp. 33-51 , doi: https://doi.org/10.1016/j.jbusres.2021.06.022.

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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 Type: Article
Authors/Creators:Maseeh, H Iqbal and Jebarajakirthy, C and Pentecost, R and Ashaduzzaman, M and Arli, D and Weaven, S
Keywords: mobile advertising, mobile marketing, meta-analysis, path-analysis, MASEM
Journal or Publication Title: Journal of Business Research
Publisher: Elsevier Science Inc
ISSN: 0148-2963
DOI / ID Number: https://doi.org/10.1016/j.jbusres.2021.06.022
Copyright Information:

Copyright © 2021 Published by Elsevier Inc. All rights reserved.

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