A decade (2008–2019) of advertising research productivity: A bibliometric review

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.