Universiteti xabarnomasi

 
~ 35 ~
ISSN:
2181-1695 
OAK: 
01-08/1819/6
 
www.herald.kokanduni.uz
 
 
ANALYSIS OF THE CURRENT STATE OF RETAIL ADVERTISING: A SYSTEMATIC MAPPING STUDY 
 
 
Karimova Nafisabonu Djamshidovna
PhD student of the Department of Marketing, Tashkent State University of Economics, 
Email:
 
[e-mail] 
MAQOLA HAQIDA
 
ANNOTATION
 
Qabul qilindi: 
24-mart 2023-yil
Tasdiqlandi: 
26-mart 2023-yil
 
Jurnal soni: 
1
 
Maqola raqami: 
8
 
DOI: 
https://doi.org/10.54613/ku.v6i6.245
 
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.