Universiteti xabarnomasi

Research gaps in retail advertising. 
Despite the 
abundance of literature on retail advertising, several research gaps 
remain. One of the key research gaps is the role of emotions in 
advertising. Although emotional appeals have been found to be 
effective in creating brand awareness, increasing engagement, and 
driving sales, the mechanisms underlying the effectiveness of 
emotional appeals are not well understood (Karray and etc., 2022; 
Bartholomew 2022; Bakos, 2001). Another research gap is the 
integration of cross-channel advertising, which involves the 
coordination of advertising efforts across multiple channels to 
create a consistent brand message and customer experience 
(Dinner and etc., 2014). The impact of advertising on ethical 
consumer behavior is another research gap that needs to be 
addressed, as the ethical concerns of consumers have become 
increasingly important (Sharopova 2021; Johansson and etc., 2017). 
Moreover, the impact of artificial intelligence on retail advertising 
has been significant. AI-powered tools such as machine learning 
algorithms, natural language processing, and predictive analytics 
have allowed retailers to analyze customer data in real-time, 
personalize their marketing messages, and optimize their 
advertising campaigns (Sharopova, 2019; Lewis and etc., 2014; 
Шаропова
, 2020; Tripathi, 2018). For instance, retailers can use AI 
to analyze customer behavior, preferences, and purchase history to 
create targeted and personalized ads that are more likely to convert 
into sales. This has not only led to higher sales for retailers but has 
also improved the customer experience by providing them with 
relevant and timely ads. 
Research methodology. 
Methodology This systematic 
mapping study adopts a rigorous and structured approach to 
synthesize and map the literature on retail advertising from 2017 to 
2022. The study's approach is guided by the framework proposed 
by (Zhuang, 2021) which consists of five iterative stages: 1) defining 
research questions, 2) searching for relevant literature, 3) screening 
the literature, 4) extracting and charting the data, and 5) 
synthesizing the findings. 
Stage 1: Defining Research Questions The first stage involved 
defining the research questions to guide the literature search and 
data extraction process. The research questions were formulated 
based on the study's aims, which are to identify 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. The following 
research questions were formulated:
•
What are the major themes and trends in retail advertising 
from 2017 to 2022? 
•
What are the most effective advertising strategies for 
retailers, such as price promotions, sales, and emotional appeals? 
•
How have technological advancements impacted 
advertising channels and formats in retail advertising? 
•
What are the research gaps in the field, particularly in the 
role of emotions in advertising, cross-channel advertising 
integration, and the impact of advertising on ethical consumer 
behavior? 
•
What are the 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? 
Stage 2: Searching for Relevant Literature The second stage 
involved searching for relevant literature from academic databases 
such as Scopus, Web of Science, and Google Scholar. The search was 
conducted using a combination of keywords related to retail 
advertising, such as "retail advertising," "advertising strategies," 
"emotional appeals," "cross-channel advertising," "technological 
advancements," and "ethical consumer behavior." The search was 
limited to articles published between 2017 and 2022. 
Stage 3: Screening the Literature The third stage involved 
screening the literature for relevance based on inclusion and 
exclusion criteria. The inclusion criteria were articles that focused 
on retail advertising and were published in peer-reviewed journals. 
The exclusion criteria were articles that did not focus on retail 
advertising or were published in non-peer-reviewed journals. 
Stage 4: Extracting and Charting the Data The fourth stage 
involved extracting and charting the data from the selected articles. 
Data were extracted using a standardized data extraction form that 
included information such as the article title, authors, publication 
year, research methods, sample size, key findings.