Mobile advertising: A systematic literature review and future research agenda

Charles Jebarajakirthy, Haroon Iqbal Maseeh, Zakir Morshed, Amit Shankar, Denni Arli, Robin Pentecost

Research output: Contribution to journalReview articlepeer-review

1 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)1258-1291
Number of pages34
JournalInternational Journal of Consumer Studies
Issue number6
StatePublished - Jul 6 2021

Bibliographical note

Funding Information:
We are extremely thankful to the Editor-in-Chief and six anonymous reviewers for their constructive feedback during the five rounds of revision which significantly improved the quality of this article.

Publisher Copyright:
© 2021 John Wiley & Sons Ltd


  • TCCM framework
  • mobile advertising
  • mobile marketing
  • research agenda
  • systematic literature review


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