IndexIntroductionSummaryConclusionIntroductionAccording to the American Marketing Association (AMA): 'Marketing is the activity, institutions, and processes of creating, communicating, delivering, and exchanging offerings that provide value for customers, customers , partners and companies in general." Along with the development of information technology, marketers face new challenges. As a result, many contemporary problems in marketing have arisen because the momentum of the idea is too powerful or has pushed aside all warning signs (Wilkinson, 1996). Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Examining further details, the three academic journals are taken into consideration to help generate short scholarly reviews on different topics related to contemporary marketing issues, including: (i) Article 1: Shockvertising – an exploratory investigation into variations attitudinal and emotional reactions to shock advertising (Parry et al., 2013) by a team of institutional teachers who have gained experience in marketing, (ii) Article 2: An adoption of framework for mobile augmented reality games: the case of Pokemon Go (Rauschnabel, Rossman and Deck, 2017) by three authors from different universities and institutions has achieved a rather high level of academic publications. (iii) Article 3: Who avoids location-based advertising and why? Investigation of the relationship between user perceptions and advertising avoidance (Shin and Lin, 2016) by two women, one of whom is a senior lecturer and the other has work experience in social media.SummaryThis is the section of short summaries covering basic information of journal contents, methodologies and research findings. Article 1 carries out a comparison of studies showing consumer reactions towards shock-based advertising in the for-profit (FP) and not-for-profit (NFP) sectors in the UK. The study distinguishes between how consumers react to shocking advertisements in the FP and NFP sectors. Furthermore, evidence is sought whether or not the figures that define the culture of the participants have an impact on the prospects of the shocking announcements. A qualitative methodology was carried out which included the application of focus groups to discover the attitudes and emotional responses of a number of people. Focus groups are considered one of the most widely used methods for collecting qualitative data as they allow the people participating to discuss issues using their own words and provide a deep, subjective understanding of consumers (Calder, 1977). Consequently, focus groups were established in this study, allowing participants to motivate each other and develop in-depth and comprehensive face-to-face discussions on the topic (Coolican, 2004). The conclusion is that conducting shock advertisements was found to be more justifiable in this study. in the NFP sector but much less so in the FP sector, which is different from the study by West and Sargeant (2004), who found shock advertising in the NFP sector to be “risky”. Article 2 explores the factors that drive players' intention to play AR games and in-app purchases by proposing a conceptual model based on the media and technology acceptance literature and informed by previous research on AR and games. The use of a quantitative methodology which, in context, also means applying an investigative tool to analyze the proposed model. The results obtained with the assistance of a professional market research company with an online panel received 642 respondents from German participants who reported installing Pokemon Go on amobile device and received financial compensation for joining. The results are well executed by correlation tables and statistical descriptions that highlight the proportions of reasons that drive participants' intention to use Pokemon Go. The application of search engine marketing that testifies to the attitude towards the Pokemon game Go, intentionsContinue playing Pokemon Go and the factors that drive in-app purchases led to the conclusion that all factors have an impact on user attitudes towards the Pokemon Go experience, some of which create significant effects on intentions to continue playing and purchasing the game. The objective of the study in Article 3 is to identify the main perceptual factors that influence consumers' avoidance of location-based advertising (LBA) messages sent to their mobile devices due to their current location, also known as "push LBA", from which they choose to perceive and evaluate. Furthermore, the study also examines the frequency levels at which mobile users' LBA avoidance varies between light users and heavy users. The concept of advertising avoidance has been witnessed in numerous media contexts such as newspapers, magazines, radio, television and the Internet. but little academic research has specifically highlighted the underlying intellectual and usage factors that drive consumers away from LBA. There are still limitations in mobile and personalized advertising ignorance research. This study is primarily based on a nationwide web survey of mobile users in Singapore, a regional LBA hub in Asia. Before conducting the survey, test the questionnaire with a sample of 44 university students to develop the measurement tools. The conclusion one reaches is that those who think that LBA hinders goals, requires a lot of sacrifice and waste, and lacks efficient utility are more likely to reject it. One way to overcome the impediment and biased goal sacrifice caused by LBA is to send an advertising message that users can clearly benefit from. If an ad is framed as useful and beneficial, consumers are less likely to feel irritated by it and therefore less likely to avoid it. In this section, the strengths, limitations and contribution to existing literature are considered as follows: Article 1 is written logically because it is coherent, organizational structure and reporting of findings. In this case, by applying focus groups, the article stabilized the creation of broader and deeper perspectives and was the most appropriate method to gather valuable information on a controversial topic. Several disadvantages of this study consist of the lack of generalizability of the results, mainly due to the sample size and the area of ​​interest. Therefore, it is strongly recommended to apply quantitative research, further research on shock advertising in other types of social media, and larger samples of participants. The lack of diversity in the focus groups of participants, moreover, the findings on how education influences learning from the research would better inspire readers. This research helps to contribute and increase the value of shock advertising literature by creating new explorations in the application of shock advertising and consumer approval and rejection of FP and NFP images in advertising campaigns. Furthermore, it satisfies the paucity of research in the NFP advertising literature by assessing individuals' emotional and attitudinal reactions to a variety of shocking advertisements. This research also aims to compare consumer reactions.