Universiteti xabarnomasi

 
Research results. 
The systematic mapping approach 
yielded 156 articles that met the inclusion criteria. The articles were 
categorized based on their research focus, publication type, and 
research design. The classification of articles is presented in Table 
1. 

---

 
~ 37 ~
Table 1: Classification of articles on retail advertising 
Category 
Number of articles 
Research focus 
Advertising 
82 
Consumer behavior 
24 
Technology 
19 
Retail environment 
16 
Publication type 
Empirical studies 
76 
Reviews 
50 
Conceptual papers 
18 
Research design 
Quantitative 
102 
Qualitative 
38 
Mixed methods 
16 
The majority of articles (52.6%) focused on advertising, 
followed by consumer behavior (15.4%), technology (12.2%), and 
retail environment (10.3%). Empirical studies were the most 
common type of publication (48.7%), followed by reviews (32.1%) 
and conceptual papers (11.5%). Quantitative research design was 
the most prevalent (65.4%), followed by qualitative (24.4%) and 
mixed methods (10.3%). 
The study identified several major themes and trends in retail 
advertising. Firstly, price promotions and sales are effective 
advertising strategies to attract customers, especially during 
seasonal events and holidays. Secondly, emotional appeals, such as 
humor and nostalgia, can enhance the effectiveness of advertising 
by creating a connection with customers. Thirdly, technological 
advancements have significantly transformed the advertising 
landscape, with social media and mobile advertising gaining 
prominence. 
Despite the abundance of research on retail advertising, 
several research gaps remain. Firstly, the role of emotions in 
advertising, particularly positive and negative emotions, is an area 
that requires further investigation. Secondly, cross-channel 
advertising integration and its impact on customer behavior have 
not been extensively studied. Finally, the impact of advertising on 
ethical consumer behavior, including sustainability and social 
responsibility, is an emerging area that needs further exploration. 
The study also identified potential areas for future research in 
retail advertising. These include the use of artificial intelligence and 
machine learning to personalize advertising messages, the impact of 
social media on retail advertising, and personalization in 
advertising. 
Overall, the study provides a comprehensive overview of the 
current state of retail advertising and highlights key themes, 
research gaps, and potential areas for future research. The findings 
can guide future research and provide insights for retailers and 
advertisers seeking to enhance the effectiveness of their advertising 
efforts. 
Discussions. 
This study has identified several research gaps 
that need to be addressed in future studies. This section proposes 
potential areas for future research in retail advertising.