TY - JOUR
T1 - A decade (2008–2019) of advertising research productivity
T2 - A bibliometric review
AU - Ford, John B.
AU - Bezbaruah, Subhalakshmi
AU - Mukherji, Prokriti
AU - Jain, Varsha
AU - Merchant, Altaf
N1 - Funding Information:
The authors would like to thank the editor, associate editors' efforts, and the reviewers for their most insightful remarks and help improve the manuscript. We also thank Ms. Damini Goyal and Ms. Amrita Chakraborty, Doctoral Scholars from MICA, India, for helping us in data coding for this project.
Publisher Copyright:
© 2021 Elsevier Inc.
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
PY - 2021/11
Y1 - 2021/11
N2 - Technological advancements and adoption among consumers have changed the way various agents in the market communicate. Due to the recent growth and interest in the advertising area, the present study investigates the intellectual body of research built over the last decade, by utilizing a bibliometric approach. The analysis consists of two different studies. The first study examines the top three academic journals specifically focused on advertising (JA, JAR and JCIRA) as the top benchmark for advertising research. The second is more comprehensive with multiple sources of advertising scholarship, ranging across a variety of communications, management and marketing journals. The studies taken together provide a holistic and in-depth analysis of authors, institutions, designations and productivity in the advertising area, thus further adding to the intellectual body of knowledge. In addition we compare and contrast the last decade's growth with the two previous decades of advertising scholarship.
AB - Technological advancements and adoption among consumers have changed the way various agents in the market communicate. Due to the recent growth and interest in the advertising area, the present study investigates the intellectual body of research built over the last decade, by utilizing a bibliometric approach. The analysis consists of two different studies. The first study examines the top three academic journals specifically focused on advertising (JA, JAR and JCIRA) as the top benchmark for advertising research. The second is more comprehensive with multiple sources of advertising scholarship, ranging across a variety of communications, management and marketing journals. The studies taken together provide a holistic and in-depth analysis of authors, institutions, designations and productivity in the advertising area, thus further adding to the intellectual body of knowledge. In addition we compare and contrast the last decade's growth with the two previous decades of advertising scholarship.
UR - http://www.scopus.com/inward/record.url?scp=85111233088&partnerID=8YFLogxK
U2 - https://authors.elsevier.com/c/1dTnUXj-jYFPw
DO - https://authors.elsevier.com/c/1dTnUXj-jYFPw
M3 - Article
VL - 136
SP - 137
EP - 163
JO - Journal of Business Research
JF - Journal of Business Research
IS - November 2021
ER -