New research in the Journal of the Academy of Marketing Science offers a framework to help clarify this conundrum. The systematic literature review — authored by Colin Campbell (University of San Diego, United States), Sean Sands (Swinburne University of Technology, Hawthorn, Australia), Brent McFerran (Simon Fraser University, Vancouver, Canada and Deakin University, Burwood, Australia) and Associate Professor at Esade Alexis Mavrommatis — presents unified insights into this fragmented area, suggests directions for future research and has some important recommendations for advertisers.