In-app advertising: a systematic literature review and implications for future research

Purpose The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions. Design/methodology/approach The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the cur...

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Veröffentlicht in:	Spanish journal of marketing-ESIC 2024-07, Vol.28 (3), p.334-355
Hauptverfasser:	Maddodi, Chetana Balakrishna, Upadhyaya, Pallavi
Format:	Artikel
Sprache:	eng
Schlagworte:	In-app advertising Keywords Literature reviews Marketing Mobile advertising Mobile app advertising Mobile marketing Publicidad en aplicaciones Publicidad en aplicaciones móviles Search strategies Smartphones Systematic literature review
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