Universiteti xabarnomasi

KALIT SO‘ZLAR/
 
Ключевые слова/ 
keywords
 
retail 
advertising, 
advertising 
effectiveness, advertising strategies, cross-
channel advertising, emotional appeals, 
technological 
advancements, 
ethical 
consumer behavior, systematic mapping 
approach. 
 
Introduction.
Retail advertising is a critical aspect of the 
marketing mix, which enables retailers to communicate with their 
target customers and influence their buying decisions. It is a 
dynamic and constantly evolving field, as retailers strive to keep 
pace with changing consumer behavior and technological 
advancements.
Literature review.
Retail advertising plays a crucial role in 
the marketing efforts of retailers to attract and retain customers 
(Gupta, Arora, 2019; Solberg and etc., 2020). The current retail 
landscape is highly competitive and dynamic, making it increasingly 
challenging for retailers to stand out (Gao and etc., 2020). Thus, 
effective retail advertising has become essential to differentiate 
their offerings, build brand awareness, and drive sales (Wang & Li, 
2019).
Despite the abundance of literature on retail advertising, there 
is a lack of a comprehensive synthesis of the key themes and 
research gaps in the field (Solberg and etc., 2020). Existing literature 
is fragmented, and the findings are dispersed across various types 
of literature, such as comprehensive reviews, meta-analyses, and 
future research agendas (Wang & Li, 2019). Consequently, a 
systematic mapping approach can provide a comprehensive 
overview of the field by synthesizing the findings from various types 
of literature (Gupta, Arora, 2019).
To address this research gap, this study employs a systematic 
mapping approach to identify the major themes and trends in retail 
advertising from 2017 to 2022. The systematic mapping approach 
is a rigorous and structured process of searching, screening, and 
synthesizing relevant literature (Arksey, O'Malley, 2015). This 
approach ensures that the study includes all relevant literature and 
provides a comprehensive overview of the field. 
The study aims to identify the effectiveness of various 
advertising strategies, such as price promotions, sales, and 
emotional appeals, as highlighted in recent studies (Gao and etc., 
2020); Wang & Li, 2019). Additionally, the study aims to investigate 
the impact of technological advancements on advertising channels 
and formats, as technology has significantly transformed the retail 
advertising landscape (Solberg and etc., 2020). 
Moreover, the study aims to identify the research gaps in the 
field, such as the role of emotions in advertising, cross-channel 
advertising integration, and the impact of advertising on ethical 
consumer behavior, which have not been extensively studied in 
recent years (Gao and etc., 2020; Wang & Li, 2019). 
The findings of this study can guide future research by 
identifying potential areas for research in retail advertising. For 
instance, the study highlights the use of artificial intelligence and 
machine learning, the impact of social media on retail advertising, 
and personalization in advertising as potential areas for future 
research (Solberg and etc., 2020). Moreover, the study can provide 
insights for retailers and advertisers seeking to enhance the 
effectiveness of their advertising efforts (Gupta, Arora, 2019).
In conclusion, this study aims to provide a comprehensive 
overview of the current state of retail advertising from 2017 to 2022 
by synthesizing the findings from various types of literature using a 
systematic mapping approach. The study aims to identify the major 
themes and trends in the field and the research gaps that need to be 
addressed. The findings of this study can guide future research and 
provide insights for retailers and advertisers seeking to enhance the 
effectiveness of their advertising efforts. 
The remainder of the paper is structured as follows: Section 
two describes review of the relevant literature on the target 
research field. Section three outlines the systematic mapping 
approach, including the search strategy, screening criteria, and data 
extraction process. Section four presents the study's results, 
encompassing the major themes and trends in retail advertising, the 
effectiveness of various advertising strategies, and the impact of 
technological advancements on advertising channels and formats. 
Along with the identification of the research gaps, including the role 
of emotions in advertising, cross-channel advertising integration, 
and the impact of advertising on ethical consumer behavior, section 
five proposes potential areas for future research, such as the use of 
artificial intelligence and machine learning, the impact of social 
media on retail advertising, and personalization in advertising. 
Finally, the paper concludes by summarizing the key findings of the