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A meta-analytic review of mobile advertising research

journal contribution
posted on 2023-05-21, 05:34 authored by Maseeh, H Iqbal, Jebarajakirthy, C, Pentecost, R, Ashaduzzaman, M, Denni ArliDenni Arli, Weaven, S
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.

History

Publication title

Journal of Business Research

Volume

136

Pagination

33-51

ISSN

0148-2963

Department/School

TSBE

Publisher

Elsevier Science Inc

Place of publication

360 Park Ave South, New York, USA, Ny, 10010-1710

Rights statement

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

Repository Status

  • Restricted

Socio-economic Objectives

Internet, digital and social media; Media services not elsewhere classified

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    University Of Tasmania

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