Page 8 - research-at-iimv-june-01-2022-v3

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The study aims to examine the impact of mobile banking
(m-banking) application interactivity on consumer engagement.
The study also analyses the moderation effects of perceived
security concerns, consumer innovativeness, and consumer
involvement. The study employed a 2 (interactivity: high versus
low) × 2 (perceived security concern: high versus low) × 2
(consumer innovativeness: high versus low) x 2 (consumer
involvement: high versus low) between-subjects experimental
design among 376 Indian bank users. The results indicate that
interactivity positively impacts consumer engagement in
m-banking applications. The results also show the significant
Shankar, A. (2021). Impact of Mobile moderating effects of perceived security concerns, consumer
Banking Application Interactivity on innovativeness, and consumer involvement. The findings of the

Consumer Engagement: An study enrich the online engagement literature by examining the
impact of interactivity on consumer engagement in the
Experiment-Based Investigation. Journal of m-banking context. The results of the study will help banks in
Global Information Management (JGIM), enhancing their m-banking application interactivity to enhance
30(5), 1-18. consumer engagement.

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
Jebarajakirthy, C., Maseeh, H. I.,
synthesises the literature on mobile advertising in terms of theories,
Morshed, Z., Shankar, A., Arli, D., &
contexts, characteristics and methodology to analyse the
Pentecost, R. (2021). Mobile Advertising:
development of mobile advertising research over time. The literature
review shows that mobile advertising research has transitioned from
A systematic literature review and future
text message-based SMS advertisements into internet-based
research agenda. International Journal
smartphone advertising. Furthermore, based on the synthesis, we
have developed a conceptual framework that shows the of Consumer Studies, 45(6), 1258-1291.
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.

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