Title: Evaluating the varied aspects of mobile advertising and its implications in the contemporary market - a systematic literature review

Authors: Mudit Gera; Dharminder Kumar Batra; Deepak Tandon

Addresses: International Management Institute (IMI), B-10, Tara Crescent, Block B, Qutab Institutional Area, New Delhi, Delhi-110016, India ' International Management Institute (IMI), B-10, Tara Crescent, Block B, Qutab Institutional Area, New Delhi, Delhi-110016, India ' International Management Institute (IMI), B-10, Tara Crescent, Block B, Qutab Institutional Area, New Delhi, Delhi-110016, India

Abstract: With the development of mobile technologies, businesses today have great choices to connect with their customers, regardless of their time and location, with the help of various mobile advertising strategies. Hence, it becomes essential to analyse the changes in advertising strategies and the effect mobile advertising has on customers and organisations globally. The current study aims to outline the approaches used in mobile advertising to demonstrate its substantial market effects. For this purpose, a systematic critical literature review of 83 articles is conducted, which helps discover the most prolific authors and other seminal works in the mobile advertising context. The study espouses the critical need to evaluate the impact of the unique characteristics and nature of mobile advertising on the consumer attributes that result in better-targeted advertising. It shall also help organisations and scholars analyse various aspects of mobile advertising strategies and their impact on user engagement, enhancing their effectiveness.

Keywords: mobile advertising; mobile marketing; M-advertising; advertising effectiveness; SLR; literature review; systematic literature review; user engagement.

DOI: 10.1504/IJIMA.2026.150511

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.1, pp.83 - 117

Received: 06 Feb 2023
Accepted: 15 Sep 2023
Published online: 16 Dec 2025 *

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