The Influence of Advertising on the Process of Technology Adoption: A Systematic Literature Review

22 Pages Posted: 15 Nov 2017

See all articles by David Harborth

David Harborth

Goethe University Frankfurt - Faculty of Economics and Business Administration

Eva Katharina Bauer

Goethe University Frankfurt

Date Written: November 12, 2017

Abstract

In accordance with the growing importance of the Internet and the Information and Communication Technologies required to exploit its full potential, a wide array of research has been focused on technology adoption models. Next to this, different forms of advertising like word of mouth marketing play an increasing role in targeting customers and sell products and services. Based on an interdisciplinary systematic literature review, this paper investigates whether there is theoretical or empirical research on the influence of advertising on the process of consumers’ technology adoption behavior. The findings uncover a gap in the current IS (Information Systems) and marketing literature by finding no paper that incorporates a concept of advertising in a technology adoption model. Following that interesting and surprising finding, we contribute to current research by synthesizing twelve articles related to our research question by providing a concept matrix that categorizes the identified articles by four advertising strategies and by the channels of influence through which advertising works on adoption behavior. Thus, we strongly encourage further research in this highly interesting and important research field.

Keywords: Technology Adoption Models, Influence of Advertising, Systematic Literature Review

JEL Classification: M31, M37, D70

Suggested Citation

Harborth, David and Bauer, Eva Katharina, The Influence of Advertising on the Process of Technology Adoption: A Systematic Literature Review (November 12, 2017). Available at SSRN: https://ssrn.com/abstract=3069809 or http://dx.doi.org/10.2139/ssrn.3069809

David Harborth (Contact Author)

Goethe University Frankfurt - Faculty of Economics and Business Administration ( email )

Mertonstrasse 17-25
Frankfurt am Main, D-60325
Germany

Eva Katharina Bauer

Goethe University Frankfurt ( email )

Grüneburgplatz 1
Frankfurt am Main, 60323
Germany

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