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.

中文翻译：

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移动广告：系统文献综述和未来研究议程

本研究的目的是系统地回顾现有的移动广告文献，并对这一新兴领域的研究进行综合分析。因此，本文从理论、背景、特征和方法论方面综合了移动广告的文献，以分析移动广告研究随时间的发展。文献综述表明，移动广告研究已经从基于短信的短信广告转变为基于互联网的智能手机广告。此外，在综合的基础上，我们开发了一个概念框架，显示了移动广告的前因、中介和后果。此外，我们还确定了一些被忽视的领域，并提出了一些有见地的研究方向，以推进这一研究领域。