A meta-analytic review of mobile advertising research

Haroon Iqbal Maseeh, Charles Jebarajakirthy, Robin Pentecost, Md Ashaduzzaman, Denni Arli, Scott Weaven

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish (US)
Pages (from-to)33-51
Number of pages19
JournalJournal of Business Research
Volume136
DOIs
StatePublished - Nov 1 2021

Bibliographical note

Funding Information:
We thank the Editors-in-Cheif, Professor John B. Ford (Associate Editor Advertising and Marketing Communications), and three anonymous reviewers for their constructive feedback during the review process which significantly improved the quality of this article.

Publisher Copyright:
© 2021 Elsevier Inc.

Keywords

  • MASEM
  • Meta-analysis
  • Mobile advertising
  • Mobile marketing
  • Path-analysis

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