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Advertising in streaming video: An integrative literature review and research agenda

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  • Frade, João Lucas Hana
  • Oliveira, Jorge Henrique Caldeira de
  • Giraldi, Janaina de Moura Engracia

Abstract

Streaming video (SV), such as YouTube, is a new media widely used nowadays. Nevertheless, there is a lack of knowledge about advertising in SV. In view of this, through a search in the rich depository of the Scopus database, this article presents the first integrative literature review about advertising in SV. Searching every article and conference paper related to the topic published until May 04, 2020, 59 studies were found and classified into two main topics: marketing studies (35), mostly focused on evaluating or exploring advertising in SV, and computational studies (24), focusing on the development of systems for the insertion of ads into SV. All knowledge present in these studies was summarized so that readers (both scholars and practitioners) could have easy access to the main contributions and information present in each study. Moreover, future research directions in six main themes are presented through a research agenda.

Suggested Citation

  • Frade, João Lucas Hana & Oliveira, Jorge Henrique Caldeira de & Giraldi, Janaina de Moura Engracia, 2021. "Advertising in streaming video: An integrative literature review and research agenda," Telecommunications Policy, Elsevier, vol. 45(9).
    • Handle: RePEc:eee:telpol:v:45:y:2021:i:9:s0308596121000902
    DOI: 10.1016/j.telpol.2021.102186
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    References listed on IDEAS

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    1. Snyder, Hannah, 2019. "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, Elsevier, vol. 104(C), pages 333-339.
    2. Belanche, Daniel & Flavián, Carlos & Pérez-Rueda, Alfredo, 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 75-88.
    3. Rodney Duffett & Dana-Mihaela Petroșanu & Iliuta-Costel Negricea & Tudor Edu, 2019. "Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and ," Sustainability, MDPI, vol. 11(3), pages 1-24, January.
    4. Geetika Jain & Sapna Rakesh & Kostubh Raman Chaturvedi, 2018. "Online Video Advertisements' Effect on Purchase Intention: An Exploratory Study on Youth," International Journal of E-Business Research (IJEBR), IGI Global, vol. 14(2), pages 87-101, April.
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