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The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control.

A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants.

Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension.

Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents.

This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.

Although the wireless internet attracts more and more interest from marketers and researchers, there is little empirical evidence of multinational corporations’ (MNCs) adoption of push‐type mobile advertising in global markets. The aim of this study is to fill this research gap, by conducting an empirical survey of the perceptions of MNCs operating in Europe regarding SMS‐based mobile advertising adoption.

The study proposes six basic constructs which are thought to influence MNCs’ decision‐making process on mobile advertising adoption. On this base, a structured questionnaire is developed. The data are obtained by telephone interviews from 53 senior executives of MNCs’ subsidiaries in Spain.

Hierarchical regression analysis reveals that branding strategy, facilitating conditions, and security and costs are the strongest determinants of MNCs’ mobile advertising adoption. Furthermore, discriminant analysis indicates that Japanese, American, and European firms are statistically classifiable according to their cultural affiliation in terms of their perceptions of mobile advertising adoption. Japanese firms are the least willing to use mobile advertising, while their American counterparts are the most motivated in this regard.

While SMS‐based mobile marketing has been receiving an increasing attention from both academics and practitioners, there exists little empirical research on this area. In this vein, this study contributes to the literature in two ways. First, the study proposes a conceptual research model based on six basic constructs, which incorporate both theoretical and practical perspectives. Second, the model is tested by empirical data obtained from top managers of MNCs’ subsidiaries operating in a European market. The findings of this study thus offer useful insights based on their “hands‐on” experience.

The purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.

The data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory variables and responses to mobile advertising campaigns.

The results suggest that women are more active than men in their responses to SMS call‐to‐action campaigns. In addition, the results indicate that mobile advertising is not only for teenagers. For instance, consumers in the 36‐45 age group were most likely to respond to SMS calls‐to‐action in a television program and participate in SMS sweepstakes and other competitions. However, the youngest consumers most actively ordered mobile services using SMS. In addition, it was found that employment status had a substantial impact on consumers' SMS campaign activity.

Self‐report survey data are the bases of the findings discussed in this article. Substantial evidence exists in previous research that many respondents are inaccurate in reporting their own attitudes and past behavior. Thus, additional research relying on, for instance, SMS delivery measures (e.g. number of messages sent, number of replies, and – where an identifiable offer is promoted via mobile phone – the exact purchase rates), should be executed. Such experiments go beyond consumer reports by providing useful estimations of the impact of SMS text advertising based on customer inquiry and actual behavior.

This study clearly demonstrates the prevalence of SMS advertising campaigns and provides important insights into consumers' engagement with SMS advertising activities. Basic demographics such as gender, age, income, and employment status are useful in modeling and predicting consumer behavior in relation to SMS call‐to‐action campaigns. Thus, the findings reported in this paper should help marketers to design campaigns that focus more closely on the target audience.

While building on and maintaining continuity with extant work, this paper provides results that do facilitate research efforts focused on mobile media and aid practitioners in their quest to achieve mobile advertising success.

The purpose of this study is to conduct a survey of Mexican millennials to measure the extent of negative bias and perceived advertising value they experienced toward the ads they encountered while performing a search for local products and services from their smartphones.

Using a paper survey with a scenario question, responses were collected from 1,215 millennial smartphone owners about the strategies they used for scanning mobile search organic and sponsored results and quickly reaching the information they needed when performing a mobile search. The 315 participants who reported clicking on ads were further surveyed on their perceptions of ad informativeness, entertainment, irritation and credibility. These constructs were used as the predictors of advertising value in a structural equations model which was estimated with partial least squares.

A substantial bias against sponsored results was found, with two-thirds of respondents skipping the ads when performing a mobile search from their smartphones. However, 28.2 per cent reported clicking on the most relevant result without regard to it being organic or sponsored, and an additional 5.6 per cent reported clicking on an ad as their first strategy. In the structural model, all four hypothesized antecedents of advertising value were significant, and some gender differences were detected.

With the increasing penetration of smartphones, and rapid growth of mobile search, these results are particularly relevant for local merchants, who can use mobile search ads to leverage their location and communicate with searching consumers at the precise moment when they are most receptive to timely and relevant advertising.

This study is the first to measure the extent of consumer bias against sponsored results in a mobile search, and the first empirical estimation of the advertising value of mobile-sponsored results.

The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions.

The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods.

Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of in-app advertising.

This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.

El propósito de esta investigación es revisar y sintetizar la literatura sobre la publicidad en Apps, identificar lagunas y proponer futuras direcciones de investigación.

Utilizamos un enfoque de revisión sistemática de la literatura, siguiendo las directrices PRISMA, para investigar el estado actual de la investigación en publicidad en aplicaciones. El estudio utiliza 44 artículos preseleccionados de las bases de datos Scopus y Web of Science (WoS). Utilizando el marco Teoría-Contexto-Características-Metodología (TCCM), analizamos las lagunas en teoría, contexto, características y métodos.

Mediante un análisis temático, identificamos cinco temas principales en la literatura sobre publicidad en aplicaciones, a saber: optimización de plataformas publicitarias; psicología y comportamiento de los usuarios de aplicaciones móviles; eficacia publicitaria; fraude publicitario; seguridad, privacidad y otras preocupaciones de los usuarios. Nuestros hallazgos muestran la necesidad de investigación empírica, con una sólida base teórica en los formatos publicitarios emergentes de la publicidad en Apps, el comportamiento del usuario y el buy-side de la publicidad en Apps.

Se trata de un estudio pionero para realizar una revisión sistemática de la literatura basada en el dominio en el campo emergente de la publicidad en Apps utilizando el marco TCCM. Destacamos las principales diferencias entre la publicidad en aplicaciones y la publicidad en la web para móviles. Proponemos teorías en el campo de la publicidad que podrían utilizarse en futuros estudios empíricos sobre la publicidad en Apps.

本研究旨在回顾和总结有关应用内广告的文献, 找出差距并提出未来的研究方向。

我们采用系统性文献综述方法, 遵循 PRISMA 指南, 调查应用内广告的研究现状。研究使用了 Scopus 和 Web of Science (WoS) 数据库中的 44 篇入围文章。利用理论-背景-特征-方法（TCCM）框架, 我们分析了理论、背景、特征和方法方面的差距。

通过主题分析, 我们确定了应用内广告文献的五大主题, 即广告平台优化; 移动应用用户心理和行为; 广告效果; 广告欺诈; 安全、隐私和其他用户关注点。我们的研究结果表明, 有必要在应用内广告的新兴广告形式、用户行为和应用内广告买方等方面开展实证研究, 并奠定坚实的理论基础。

这是一项首次使用 TCCM 框架对新兴的应用内广告领域进行基于领域的系统性文献综述的研究。我们强调了应用内广告与移动网络广告的主要区别。我们提出了广告领域的理论, 可用于未来的应用内广告实证研究。

This study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and disparity) and examine the effects of portfolio variety and portfolio disparity on direct and indirect sales in both PC and mobile environment.

By conducting a field study at a large e-commerce platform, the authors use a negative binomial model to develop empirical findings that provide insights into paid search advertising strategies.

For main effect, (1) portfolio variety has a negative effect on direct sales. However, (2) portfolio disparity has positive effects on both direct and indirect sales. Advertising channels influence the contribution of keyword portfolio to sales. (3) On mobile devices, portfolio variety positively affects both direct and indirect sales. However, portfolio disparity negatively affects both direct and indirect sales. (4) On PCs, portfolio variety negatively affects both direct and indirect sales. However, portfolio disparity positively affects both direct and indirect sales on PC.

The findings provide advertisers with insights into how to manage keyword portfolio between mobile devices and PCs.

The current study shifts the attention from keyword to keywords (keyword portfolio), which extends the paid search literature. Moreover, it also contributes to the literature by comparing the relative effectiveness of mobile and PC search advertising.

The purpose of this paper is to examine young consumers' motives for using short message service (SMS), their SMS usage frequency, and their attitudes towards SMS advertising.

Data were collected using convenience sampling via a self administered questionnaire in a large Western Australia university. A total of 211 useable responses were collected and retained for analysis.

Factor analysis on the motives for using SMS revealed seven factors. The results showed that convenience and economical reasons influence SMS usage frequency. Social involvement is also found to influence attitudes towards SMS advertising.

The sample is only limited to young consumers in an Australian context. As such, limited generalization can be derived. Future research can look into cross cultural studies or other consumer segments.

Marketers and advertisers can look into crafting relevant and targeted messages to reach young consumers. Furthermore, referrals can be another option to reach the young consumer market. Pricing strategies and integrating SMS advertising with other forms of media can be further explored.

Many prior studies have focused on an Asian or European context. Limited research has been done to investigate the relationship between motives for using SMS and attitudes towards SMS as an advertising tool.

The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to investigate factors associated with parental mediation practices.

A survey was conducted with parents in Singapore whose children were watching television, using computers with internet access and using smartphones.

The degree to which parents engage in active mediation of advertising is similar across different media. Active mediation of advertising is more a function of parents’ attitudes toward advertising directed to children, parents’ concerns about media influence on their children and parental self-efficacy rather than the age of their children.

The survey was conducted in a single country and did not examine the consequences of parental mediation of advertising. Future research should consider cross-cultural perspectives and investigate the outcomes of parental mediation.

For advertising practitioners, this study argues that it is important to understand how parents view different forms of advertising. For media educators and policy makers, this study suggests that various parental factors should be considered to develop effective guidelines for parents.

This study adds novel insights to the literature on consumer socialization by investigating how parents – the primary socialization agents in children’s development of consumption-related behaviors – help children understand advertising across different media.

The purpose of this paper is to investigate factors affecting attitudes toward social-local-mobile (SoLoMo) advertising from the perspective of social capital.

There were 422 respondents filling out the survey instrument. The research model in this study is tested using SPSS 20 software.

The results show that structural, relational, and cognitive dimensions of social capital have impacts on consumer attitudes toward SoLoMo advertising.

It contributes to the literature by advancing our knowledge about determinants of effective SoLoMo advertising from the perspective of social capital. It also provides constructs that constitute the three dimensions in advertising. The author expands the understanding of the social relations under the context of business to consumer by adding substantial nuances to the understanding of the role of social capital in advertising. Finally, this study provides practical suggestions.