ANALYSIS OF THE CURRENT STATE OF RETAIL ADVERTISING: A SYSTEMATIC MAPPING STUDY

Abstract

Retail advertising is a vital part of the marketing efforts of retailers to attract and retain customers. However, there is a lack of comprehensive synthesis of the key themes and research gaps in the field. To address this gap, this paper uses a systematic mapping approach to provide an overview of the current state of retail advertising. The study synthesizes findings from various types of literature, including comprehensive reviews, meta-analyses, and future research agendas, to identify the major themes and trends in retail advertising. The systematic mapping approach involves a rigorous and structured process of searching, screening, and synthesizing relevant literature. This approach ensures that the study includes all relevant literature and provides a comprehensive overview of the field. The study identifies the effectiveness of various advertising strategies, such as price promotions, sales, and emotional appeals, and the impact of technological advancements on advertising channels and formats. Despite the abundance of research on retail advertising, several research gaps remain, including the role of emotions in advertising, cross-channel advertising integration, and the impact of advertising on ethical consumer behavior. The study concludes by identifying potential areas for future research in retail advertising, such as the use of artificial intelligence and machine learning, the impact of social media on retail advertising, and personalization in advertising. The findings of the study can guide future research and provide insights for retailers and advertisers seeking to enhance the effectiveness of their advertising efforts.