Meta-analysis of antecedents and consequences of customers’ perceived advertisement value

The literature has frequently studied the effect of privacy concerns, irritation, trust, incentives, enjoyment, innovativeness, usefulness, ease of use and subjective norms on mobile advertising value. However, the findings are inconsistent regarding the real effect of these antecedents, leaving practitioners uncertain about which antecedents to rely upon to design effective mobile advertisements triggering a problem for them. Using a meta -analytic approach, the current research synthesises 211 empirical studies to test the relationship between these antecedents and advertisement value, which subsequently influences attitudes, intentions, and actual behaviour of receiving mobile advertisements. In terms of findings, our study suggests that usefulness is the strongest driver of advertisement value, whereas irritation is the strongest mitigator, and subjective norms have minimal influence. Similar patterns were observed for the effect of the antecedents on attitudes and intentions. Findings also suggest that strength of these relationships varies depending on contexts and methodological approaches adopted in prior studies. Specifically, the effects of antecedents on the outcome variables are comparatively stronger in recent studies, published in high-quality journals, in developed countries, younger samples, experimental designs, smartphone contexts, customized ads, permission-based and location-aware ads, and in-app formats. Accordingly, this study resolves the inconsistent findings of previous research which makes a novel contribution to the mobile advertising literature. Regarding implications, we recommend mobile advertisers use precision targeting using customers’ geographical area and age group, prioritise customised content over generic campaigns, and adopt permission-based communication as a standard practice.