PERCEIVED INTRUSIVENESS IN DIGITAL ADVERTISING: LITERATURE REVIEW AND RESEARCH AGENDA

Online advertising has gained tremendous traction in the past decade due to the explosive growth of internet and mobile connectivity. This has compelled marketers to look at different modes of advertising in the online space with high precision and positive outcomes. This paper conducts a literature review of existing constructs namely perceived intrusiveness within the extant body of knowledge to identify gaps and thus, provide new direction for research. The paper presents five major research areas in online advertising across different domains of business. It outlines potential areas of future research to throw more light on how organizations can adopt online advertising for building robust brands. It also seeks to provide inputs to industry practitioners and guide them to design strategies for effectively using rich media advertisements to reach out to their markets.