Journal Of Advertising Research Articles

MAPPING THE FEMVERTISING LANDSCAPE: A SYSTEMATIC LITERATURE REVIEW

In this systematic literature review, the aim is to explore the place of the concept of femvertising in academic literature. Accordingly, articles published in journals indexed in the Web of Science database that use the keyword "femvertising" have been analyzed. The results revealed that research on femvertising has been conducted since 2016, with most studies focusing on the business category. More than half of the articles have employed qualitative research methods. The review of contemporary literature reveals a growing body of research centered around the concept of femvertising, with a particular emphasis on the interplay between social media, women empowerment, and consumer attitudes. A notable gap in the existing literature is the paucity of studies investigating the intersection of femvertising and corporate social responsibility. After the VOSviewer analysis, the most frequently cited sources are revealed as the Journal of Advertising, International Journal of Advertising, Female Media Studies, and Sex Roles. The presence of Female Media Studies and Sex Roles emphasizes the interdisciplinary aspect of femvertising research, thus suggesting that a comprehensive understanding of the topic requires perspectives from both marketing and gender studies. This underscores femvertising's relevance in both fields. Also, the analyzed articles mainly used qualitative methods, with content analysis, interviews, discourse analysis, and textual analysis being the most common. Quantitative methods like experiments and structural equation modeling were also used, though studies combining both approaches were rare. There is a notable deficiency in research employing big data analytics.

Gender and Advertising: A 50-Year Bibliometric Analysis

This study aims to provide a comprehensive overview of the state of research on gender and advertising. For this, a bibliometric review of 2,735 research articles was conducted using performance analysis and science mapping techniques to provide valuable insights into publication trends and their relevance to various topics. Visualization of the network and in-depth bibliometric analysis on publications, authors, countries, references, and keywords were performed using CiteSpace and VOSviewer. The findings show that the scholarly literature on gender and advertising has grown exponentially in the last 50 years, especially since 2010, with triple-digit annual publications. The most prolific author is M. Eisend and the journals with the highest number of publications are Sex Roles, the Journal of Advertising, and the International Journal of Advertising. The topic is highly valued both within its field and across other disciplines, including psychology, education, health, and social sciences (economic, and political). A total of 91 countries have contributed to the literature, with the largest contribution from the United States. Brazil is currently experiencing a citation burst. The active keyword hotspots include mental health, social media, purchase intention, engagement, and portrayals.

100 Years of Advertising Studies in JMCQ

This article overviews 100 years of advertising studies in JMCQ. Four distinct eras are identified, each with different distinctive features. The advertising studies in JMCQ are compared with other recent journal overviews, Journal of Advertising (the and should not be in italics) International Journal of Advertising.

A close look at research on pursuing the right formula for cause-related marketing advertising

In a typical cause-related marketing (CRM) campaign, a company donates a percentage of product sales to a charity or nonprofit related to the chosen cause. This paper provides a comprehensive review of the literature on this subject, and briefly discusses common antecedents of CRM advertising effectiveness. The exploration of the CRM literature starts with advertising and reviews two factors: emotional appeal and execution style. We further discuss contextual elements such as cause factors, company factors, and factors related to CRM activities. This paper integrates research findings across studies to develop a coherent and comprehensive picture of the extant CRM research conducted in the advertising field. Practitioners can use these insights to communicate with their target markets and enhance acceptance of their CRM campaigns. The paper further shows the growth and evolution of the topics covered in marketing-related journals and in the International Journal of Advertising. Lastly, the paper discusses under-researched topics, and important upcoming trends and research avenues.

Twenty years of research on gamified advertising: a systematic overview of theories and variables

Gamified advertising has received considerable attention from advertising scholars over the last two decades. In the literature, two main types of gamified advertising can be identified: in-game advertising (IGA) and advergames (AG). In this article, we synthesize 20 years of research into these types of advertising – and pay special attention to the role played by the International Journal of Advertising (IJA). We give a systematic overview of the most often used theories explaining the persuasive effects of advertising in games (in-game advertising) and through games (advergames) and discuss the main conclusions that can be drawn from the existing gamified advertising literature. Furthermore, we propose a framework that offers an overview of the most important ad, game, and player characteristics influencing the effectiveness of gamified advertising. Finally, we look ahead and discuss the future of research on gamified advertising.

Forty years of cross-cultural advertising research in the International Journal of Advertising: a bibliometric analysis

This manuscript tracks developments in cross-cultural advertising research published over the past 40 years in the International Journal of Advertising (IJA). A bibliometric analysis was performed for the 111 investigations which examined two or more countries appearing between 1982 and 2021. The data set was analysed by decade to reveal topics addressed, theories relied upon, methodologies adopted, and countries examined. Despite variation in the topics addressed over the years, topics present in every decade included cross-cultural issues/differences and gender issues/role portrayals. Global Consumer Culture/Positioning was used as a theoretical foundation in studies published during the journal’s early years and has grown in popularity over the decades. Theories pertaining to cross-cultural differences, such as those developed by Hofstede and GLOBE were among the most frequently employed theoretical foundations. While content analyses were often utilized, surveys, experiments, and qualitative research methods are becoming more popular methods of investigation. North America and Western Europe were well represented, as were more advanced Asian markets, however there continues to be a paucity of research examining Central and Eastern European countries, the Middle East, Latin America and Africa.

The future of advertising research in virtual, augmented, and extended realities

The ever-changing media environment brought on by the constant advent of new technologies requires advertising scholars to stay nimble, updating and innovating research theories and methodologies. In this essay, we note how the International Journal of Advertising has contributed to our understanding of immersive technologies, and propose research areas to further advance our knowledge of ‘how advertising works’ in immersive spaces. Through the discussion of the four focal research areas, including naturally mapped interactivity, context-on-demand in advertising, user experiences with immersive advertising, and the emerging media landscape associated with the metaverse, we call on advertising scholars to consider the next steps forward to enhance our knowledge through transdisciplinary team-science efforts and collaboratively pursue the syntheses of theories, methods, and knowledge.

Forty years of advertising research on health issues: past learnings and future perspectives

Over the past 40 years, the IJA has addressed various societal and policy issues, amongst them health. In our contribution, we report a systematic review of how advertising in the health context has developed over the past 40 years and how research can be moved forward. For our review, we analyzed articles published in the three leading advertising journals: Journal of Advertising, International Journal of Advertising, and Journal of Advertising Research, concerning their key findings and future research directions. Our systematic review was conducted in correspondence with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) Statement and the method adopted by Bergkvist and Langner (2019). Thus, we searched for articles published in the Journal of Advertising, International Journal of Advertising, and Journal of Advertising Research between 1981 and 2021. We used a keyword search to identify articles containing the word ‘health’ in the abstract and/or the title. A total of 83 articles were included in this review. For the synthesis of the key findings, we generated four thematic clusters which are (1) nutrition and food advertising, (2) direct-to-consumer and non-prescription drug advertising, (3) smoking prevention, and (4) trends in health advertising. With this paper, we deliver eight avenues of future research that may inspire and propel future research.

Children’s vulnerability to advertising: an overview of four decades of research (1980s–2020s)

Children’s vulnerability to advertising has been the subject of social and political debate for many years. In comparison with adults, children (up to 12 years old) are thought to be more vulnerable when confronted with advertising and, consequently, more sensitive to its impact. The rationale behind this common assumption is that advertising literacy has not fully developed in children, and that they are therefore less capable of recognizing the temptations of advertising and evaluate it in a critical manner. In this article, we discuss how the topic of children as vulnerable consumers has been addressed in advertising research over the past four decades (since the 1980s), particularly in the International Journal of Advertising (IJA). Specifically, we discuss the state of research on the unintended effects of advertising and children’s advertising literacy and defences. Finally, we propose a research agenda including upcoming trends that need to be addressed in future research on children’s vulnerability to advertising.

Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising

This special issue celebrates the 40th anniversary of the International Journal of Advertising. Nineteen articles from prominent authors cover advertising topics and look at the past, present and most importantly, the future of advertising research, offering extensive suggestions for future research. The issue covers four themes: Looking back at the advertising discipline through four decades, societal and policy issues in advertising, advertising in the digital age, and looking forward in search for future issues that should be studied. A broad variety of topics, theories and methods are covered, such as sustainability communication, diversity and inclusion, privacy issues, advertising ethics and surveillance, vulnerable target groups, CSR advertising, cause-related advertising, health care advertising, international advertising, the artificial intelligence ecosystem, branded content, influencer marketing, virtual, augmented and extended realities, gamification, the academic-practitioner divide, multidisciplinary research, setting up solid and relevant advertising research, and urgent topics for advertising research.

The evolution of advertising research through four decades: a computational analysis of themes, topics and methods

Over the past forty years, what we, as a discipline, define as advertising research has been negotiated through our primary scholastic contribution to the field: peer reviewed journal articles. The question ‘what is advertising research?’ may produce different answers by different scholars during various points of the history of our field. The goal of this study is to identify key developments in advertising research – themes, topics, and methods – over the last four decades (1980–2020), as published by the leading general advertising journals: International Journal of Advertising, Journal of Advertising, Journal of Advertising Research, and (Journal of) Current Issues and Research in Advertising. We use a combination of dictionary methods, qualitative analysis, unsupervised machine learning, and network analysis, to examine the abstracts of all journal articles published during that time (N = 6,084) and identify thematic dynamics in theoretical and methodological foci over time. We explain the evolution of the discipline by identifying trends and changes, areas with both growing and declining research emphasis, and subsequently draw conclusions for the future of the field.

Past, present, and future of research on corporate social responsibility advertising

While the idea and terminology of Corporate Social Responsibility (CSR) stem from the 1950s and companies have been practicing CSR and advertising their engagement for some time, the advertising literature has had a late start to this topic. More recently, CSR has become prominent in both advertising practice and research. With a specific focus on the role of the International Journal of Advertising (IJA), this paper aims to provide a historical perspective of how CSR advertising has been covered in the past and which topics are the ones being most intensively discussed at present. Our review uses bibliometric co-citation analysis with CiteSpace to identify the most relevant topics in CSR advertising research and IJA’s contribution to these topics. Within the CSR advertising topics identified, we highlight under-researched themes, as well as upcoming trends to suggest future avenues for the further development of CSR advertising research.

Advertising and privacy: an overview of past research and a research agenda

By looking back at 40 years of research in the International Journal of Advertising (IJA), we provide a state-of-the-art of advertising research addressing (consumer) privacy. A systematic literature review of 84 IJA publications that address privacy in their content shows an increase of attention to privacy in advertising research. The review also reveals that privacy is connected to many different advertising formats and generally discussed in three ways: in the discussion of the context of advertising (i.e. ethics and regulations), in connection to personal traits that distinguish different consumers, and to explain advertising responses and effects. Theoretically, studies often draw upon the privacy paradox, privacy calculus model, personalization(-privacy) paradox, and persuasion knowledge model. Based on this review and current developments, we develop a research agenda for future advertising research addressing privacy, focusing on personalization in the public domain, privacy cynicism, and possible future constraints to personalization.

Mapping the most competitive journals in advertising research. A bibliometric analysis in a 25-year period

ABSTRACT Purpose This research presents a bibliometric analysis of the main advertising trends used as a means of investigation in the business area. This article identifies leading journals and provides a collaborative network researcher for future use in the generation of knowledge. Design/Methodology/Approach This study examines 4,449 publications from the Web of Science Core Collection database for the 1992–2016 period. The authors analyze bibliometric indicators including the number of publications and citations, the citations per paper, five-year period analysis (quinquennial), h-index, citation thresholds and co-occurrence of authors keywords analysis. It develops bibliographical coupling and co-citations analysis by using the visualization of similarities Viewer Software. Findings Results show a growing trend in the number of advertising´s publications. The Journal of Advertising has been the most cited and the Journal of Advertising Research has the largest number of papers. In regards to the h-index, the three most relevant journals in advertising are Journal of Advertising, Journal of Advertising Research, and the International Journal of Advertising. Originality This article is the first one that contributes with a complete overview of the field of advertising research as a mean of investigation, in a 25-year period. Especially from the business scientific research area through bibliometric indicators, journal rankings, content, citations, and bibliographic coupling, co-citations, and keywords analysis.

Reflections on 50 Years of JA as an Academic Enterprise

Viewed through three metapositions, the works published in the Journal of Advertising (JA) are primarily in the middle ground of the social sciences with a strong drift to quantitative measures and a transmission-influence approach. JA has made a meaningful effort to encourage other approaches. The rise of the communication scientist has played an important role in furthering the field and theory. Explanation and heuristic value are discussed with respect to JA’s contents. A distinct call is made to value level of explanation and heuristic contribution when evaluating the quality of articles. Finally, JA is highly valued within universities and in the public policy arena.

The Journal of Advertising’s Production and Dissemination of Advertising Knowledge: A 50th Anniversary Commemorative Review

The Journal of Advertising (JA) is a leading journal devoted to the development of advertising theory and practice. In celebration of JA’s 50th anniversary, this article presents an in-depth retrospective of the journal and compares it with the other leading advertising journals, such as Journal of Advertising Research (JAR), International Journal of Advertising (IJA), and Journal of Current Issues and Research in Advertising (JCIRA). To do so, this article conducts a bibliometric review using performance analysis and natural language processing (NLP) as a means for co-word analysis on bibliometric information retrieved from Scopus. Using performance analysis, this article demonstrates that JA is the leading advertising journal in terms of research influence (h-index) and impact (g-index), as the journal receives the highest average and total citations despite publishing 11% less than its closest peers (JAR and IJA). Using NLP as a means for co-word analysis, this article reveals eight clusters or themes (1972–2020) that avail in JA’s body of knowledge (i.e., advertising appeals, advertising involvement, advertising credibility, advertising brands, advertising impact, advertising modeling and strategies, advertising communication and engagement, and advertising response) as well as nine clusters or themes (2000–2020) that reflect the four leading advertising journals’ collective contributions to the body of advertising knowledge (i.e., community advertising, responsible advertising, digital and social media advertising, product placement advertising, advertising impact, advertising credibility and persuasiveness, gamification and signaling in advertising, sponsorship advertising, and attitudes toward advertising). The article concludes with key takeaways and suggestions for prospective authors interested to publish in JA.

What is wrong with advertising research and how can we fix it?

Advertising research is an applied discipline. It should use insights and theories from other disciplines to develop actionable recommendations for contemporary advertising practice, by explaining in a valid way how and why advertising works. I discuss some observations that indicate that part of the current academic advertising literature falls short of this expectation, using information in 330 articles that were published in the International Journal of Advertising (200) and the Journal of Advertising (130) in the period 2016–2019: Lack of realism, no or very little practical relevance, analytical stunt work to study relatively trivial topics, sloppy sampling methods, a lack of novel methods, hardly any research on real behavior, very little qualitative research, relatively little ‘integration’, and the obsessions and prejudices of the academic bubble. I also provide suggestions to improve academic advertising research, such as changing the gatekeeper role and habits of editors and reviewers, adapting guidelines for authors, fundamentally altering the review process, for instance by means of preregistration of studies, and changing the criteria to hire and evaluate advertising researchers and professors.

Intellectual structure and publication pattern in International Journal of Advertising: a bibliometric analysis during 1982–2019

International Journal of Advertising (IJA) publishes research on marketing communications. The journal is international in scope, presenting perspectives from academics, practitioners, and public policy makers. In the past 38 years of publishing, IJA has amassed a rich repository of management tenets pertaining to advertising. With the application of quantitative techniques, we analyze the evolution and growth of the journal and highlight its publication trend, citation structure, and authorship pattern. Furthermore, we acknowledge IJA’s prominent topics and its prolific contributors and their affiliations and track the evolution of advertising research in the journal. This study groups IJA articles into seven bibliographic clusters. In addition, by text mining in R, we compare the thematic layout of IJA’s clusters of articles. The study is primarily a retrospection of IJA’s 38 years but also shows the way forward for the journal.

Characteristics of Green Hotels’ Potential Customers: A Case of Vietnamese Domestic Tourists

Characteristics of Green Hotels’ Potential Customers: A Case of Vietnamese Domestic Tourists

Research on Children and Advertising Then and Now: Challenges and Opportunities for Future Research

New forms of advertising to children (such as “unboxing videos” and “vlogs”) necessitate new studies and examinations of ethics, advertising literacy, and regulations. At the same time, it is useful to reexamine and question assumptions about traditional media and persuasion tactics. This special issue on children and advertising offers seven articles that question the status quo or present findings on new tactics and new interventions. The articles feature different methods (history, experiment, field experiment, survey), participants (children and adolescents from ages six to 17), and scholars or participants living in different countries (Australia, Belgium, France, Indonesia, South Korea, the United Kingdom, the United States). This editorial introduces the special issue on children and advertising by highlighting the contributions of each of the seven articles within the broader context of advertising and children. A brief review of past research on children in the Journal of Advertising, including a special issue in 1998, is presented, followed by specific suggestions for future research. Finally, the challenges of conducting research with children and some ideas to overcome those challenges are presented.