Mobile advertising: A systematic literature review and future research agenda

What is it about?

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

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Photo by Pawel Czerwinski on Unsplash

Photo by Pawel Czerwinski on Unsplash

Why is it important?

This review contributes to the mobile marketing literature, specifically to the mobile advertising literature