TITLE:
A Systematic Review on the Extant of Outdoor Advertisements Literature in Developing Countries
AUTHORS:
Omary Swallehe, Kardo Mwilongo
KEYWORDS:
Outdoor Billboards Advertising, Marketing, Developing Countries, Systematic Review
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.4,
June
9,
2022
ABSTRACT: Purpose: The current paper aims at investigating outdoor
billboards advertising marketing in developing countries by looking at the
current literature through systematic review of literature. The main purpose is
to look at how researchers are studying outdoor billboards advertising
marketing, what are the current issues investigated and what is going to be the
direction of outdoor billboards advertising
marketing in this part of the world. Design/ methodology/approach: The paper employed a systematic review of literature
in which 42 research papers were investigated. These 42 papers were searched
from five databases namely; Google Scholar, REFSEEK, Base, CORE and
Researchgate. Findings: The findings revealed that three areas seemed to
be investigated more frequently by researchers in this area. These themes are;
designing and modelling of billboards, billboards and drivers destruction as well as billboards and consumers buying behavior. Limitations/implications: The current study is limited to the facts that, it only employed a systematic
review of outdoor billboards advertising marketing in developing countries. Future studies should embark on studying outdoor
billboards advertising marketing from different perspective using
different methods. The findings further reveal that little has been studied regarding the effects/impact of outdoor billboards
advertising marketing on organizational performance from the literature we have
reviewed. The findings also revealed that this area is not attracting many
researchers at least in developing countries. Practical implications:
This investigation is an eye opener to the researchers in the outdoor
billboards advertising arena on the directions for future studies. The study
has identified the area where the researchers are putting much emphasis and the
area which has not been studied significantly. It also shows the dominant
methodologies and the gap to be filled by future researchers. Originality/ value: This paper achieved the main purpose of studying
the outdoor billboards advertising marketing in developing countries.