Bibliometric Insights into TV Advertising Research: Trends, Challenges, and Continued Relevance in the Digital Age
DOI:
https://doi.org/10.29358/sceco.v0i39.578Keywords:
advertising research, TV advertising, bibliometric analysis, thematic analysis, motor themesAbstract
Bibliometric analysis has been employed for several years across various fields to identify the existing body of science related to a specific discipline or topic. However, such a research approach has not been applied to TV advertising. This article proposes the use of bibliometric analysis to discern trends in research activity related to TV advertising. The motivation for this approach stems from the fact that traditional media advertising is currently facing "pressure" from online platforms. This pressure is evident not only from the perspective of companies and their communication strategies but also in terms of research emphasis. We sought to determine whether researchers still maintain an interest in this subject. Through our analysis, we found that TV advertising remains a topic of interest for researchers. Moreover, their focus aligns with a pragmatic philosophy, emphasizing areas such as impact, communication, media, and consumption – topics that are crucial when deliberating about budgets and communication ROI.
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References
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Rialti, Riccardo, Giacomo Marzi, Cristiano Ciappei, and Donatella Busso. 2019. “Big Data and Dynamic Capabilities: A Bibliometric Analysis and Systematic Literature Review.” Management Decision 57 (8): 2052–68. https://doi.org/10.1108/MD-07-2018-0821.
Samiee, Saeed, and Brian R. Chabowski. 2021. “Knowledge Structure in Product- and Brand Origin–Related Research.” Journal of the Academy of Marketing Science 49 (5): 947–68. https://doi.org/10.1007/s11747-020-00767-7.
Schiuma, Giovanni, Satish Kumar, Riya Sureka, and Rohit Joshi. 2023. “Research Constituents and Authorship Patterns in the Knowledge Management Research and Practice : A Bibliometric Analysis.” Knowledge Management Research & Practice 21 (1): 129–45. https://doi.org/10.1080/14778238.2020.1848365.
Truong, Yann, Rod McColl, and Philip Kitchen. 2010. “Practitioners’ Perceptions of Advertising Strategies for Digital Media.” International Journal of Advertising 29 (5): 709–25. https://doi.org/10.2501/S0265048710201439.
Zupic, Ivan, and Tomaž Čater. 2015. “Bibliometric Methods in Management and Organization.” Organizational Research Methods 18 (3): 429–72. https://doi.org/10.1177/1094428114562629.
Ad Age Datacenter. 2020. “Ad Age Marketing Fact Pack 2021.” AdAge.com/resources.
Aksu, Adnan, and Güzeller, Cem Oktay. 2019. “Analysis of Scientific Studies on Item Response Theory by Bibliometric Analysis Method.” International Journal of Progressive Education 15 (2): 44–64. https://doi.org/10.29329/ijpe.2019.189.4.
Aria, Massimo, and Corrado Cuccurullo. “Keynote ‘Biblioshiny: Bibliometrix for No Coders.’” Accessed April 29, 2023. https://bibliometrix.org/biblioshiny/assets/player/KeynoteDHTMLPlayer.html#0.
Aria, Massimo, and Corrado Cuccurullo. 2017. “Bibliometrix : An R-Tool for Comprehensive Science Mapping Analysis.” Journal of Informetrics 11 (4): 959–75. https://doi.org/10.1016/j.joi.2017.08.007.
Aria, Massimo, Corrado Cuccurullo, Luca D’Aniello, Michelangelo Misuraca, and Maria Spano. 2022. “Thematic Analysis as a New Culturomic Tool: The Social Media Coverage on COVID-19 Pandemic in Italy.” Sustainability 14 (6): 3643. https://doi.org/10.3390/su14063643.
Baker, H. Kent, Satish Kumar, and Nitesh Pandey. 2021. “Thirty Years of Small Business Economics: A Bibliometric Overview.” Small Business Economics 56 (1): 487–517. https://doi.org/10.1007/s11187-020-00342-y.
Belleghem, Steven van. 2015. “When Digital Becomes Human.” Journal of Direct, Data and Digital Marketing Practice 17 (1): 2–4. https://doi.org/10.1057/dddmp.2015.36.
Caputo, Andrea, Giacomo Marzi, Massimiliano Matteo Pellegrini, and Riccardo Rialti. 2018. “Conflict Management in Family Businesses: A Bibliometric Analysis and Systematic Literature Review.” International Journal of Conflict Management 29 (4): 519–42. https://doi.org/10.1108/IJCMA-02-2018-0027.
Chevalier, Stephanie. 2022. “Global Retail E-Commerce Sales 2026.” Statista. September 1, 2022. https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/.
Cobo, M.J., A.G. López-Herrera, E. Herrera-Viedma, and F. Herrera. 2011. “An Approach for Detecting, Quantifying, and Visualizing the Evolution of a Research Field: A Practical Application to the Fuzzy Sets Theory Field.” Journal of Informetrics 5 (1): 146–66. https://doi.org/10.1016/j.joi.2010.10.002.
Das, Kallol, Jayesh D. Patel, Anuj Sharma, and Yupal Shukla. 2023. “Creativity in Marketing: Examining the Intellectual Structure Using Scientometric Analysis and Topic Modeling.” Journal of Business Research 154 (January): 113384. https://doi.org/10.1016/j.jbusres.2022.113384.
Deleersnyder, Barbara, Inge Geyskens, Katrijn Gielens, and Marnik G Dekimpe. 2002. “How Cannibalistic Is the Internet Channel? A Study of the Newspaper Industry in the United Kingdom and The Netherlands.” International Journal of Research in Marketing 19 (4): 337–48. https://doi.org/10.1016/S0167-8116(02)00099-X.
Donthu, Naveen, Satish Kumar, Debmalya Mukherjee, Nitesh Pandey, and Weng Marc Lim. 2021. “How to Conduct a Bibliometric Analysis: An Overview and Guidelines.” Journal of Business Research 133 (September): 285–96. https://doi.org/10.1016/j.jbusres.2021.04.070.
Esteban-Bravo, Mercedes, Jose M. Vidal-Sanz, and Gökhan Yildirim. 2015. “Historical Impact of Technological Change on the US Mass Media Advertising Expenditure.” Technological Forecasting and Social Change 100 (November): 306–16. https://doi.org/10.1016/j.techfore.2015.07.018.
Falagas, Matthew E., Eleni I. Pitsouni, George A. Malietzis, and Georgios Pappas. 2008. “Comparison of PubMed, Scopus, Web of Science, and Google Scholar: Strengths and Weaknesses.” The FASEB Journal 22 (2): 338–42. https://doi.org/10.1096/fj.07-9492LSF.
Hanekom, Janette, and Charmaine Scriven. 2002. “Traditional and Online Advertising: An Explanation of Current and Future Trends.” Communicatio 28 (1): 49–59. https://doi.org/10.1080/02500160208537957.
Kannan, P.K., and Hongshuang “Alice” Li. 2017. “Digital Marketing: A Framework, Review and Research Agenda.” International Journal of Research in Marketing 34 (1): 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006.
Kelly, Louise, Gayle Kerr, and Judy Drennan. 2010. “Avoidance of Advertising in Social Networking Sites.” Journal of Interactive Advertising 10 (2): 16–27. https://doi.org/10.1080/15252019.2010.10722167.
Kessler, M. M. 1963. “Bibliographic Coupling between Scientific Papers.” American Documentation 14 (1): 10–25. https://doi.org/10.1002/asi.5090140103.
https://doi.org/10.1007/s11192-014-1517-y.
Liu-Thompkins, Yuping. 2019. “A Decade of Online Advertising Research: What We Learned and What We Need to Know.” Journal of Advertising 48 (1): 1–13. https://doi.org/10.1080/00913367.2018.1556138.
McDonald, James. 2022. “The Ad Spend Outlook 2022/23: Impacts of the Economic Slowdown.” WARC DATA. www.warc.com.
Moorman, Christine, Megan Ryan, and Nader Tavassoli. 2022. “Why Marketers Are Returning to Traditional Advertising.” Harvard Business Review, April 29, 2022. https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising.
Mukherjee, Debmalya, Weng Marc Lim, Satish Kumar, and Naveen Donthu. 2022. “Guidelines for Advancing Theory and Practice through Bibliometric Research.” Journal of Business Research 148 (September): 101–15. https://doi.org/10.1016/j.jbusres.2022.04.042.
Nguyen, An, and Western, Mark. 2006. “The Complementary Relationship between the Internet and Traditional Mass Media: The Case of Online News and Information.” Information Research 11 (3). https://informationr.net/ir/11-3/paper259.html.
Petrosyan, Ani. 2023. “Internet and Social Media Users in the World 2023.” Statista. February 23, 2023. https://www.statista.com/statistics/617136/digital-population-worldwide/.
Rialti, Riccardo, Giacomo Marzi, Cristiano Ciappei, and Donatella Busso. 2019. “Big Data and Dynamic Capabilities: A Bibliometric Analysis and Systematic Literature Review.” Management Decision 57 (8): 2052–68. https://doi.org/10.1108/MD-07-2018-0821.
Samiee, Saeed, and Brian R. Chabowski. 2021. “Knowledge Structure in Product- and Brand Origin–Related Research.” Journal of the Academy of Marketing Science 49 (5): 947–68. https://doi.org/10.1007/s11747-020-00767-7.
Schiuma, Giovanni, Satish Kumar, Riya Sureka, and Rohit Joshi. 2023. “Research Constituents and Authorship Patterns in the Knowledge Management Research and Practice : A Bibliometric Analysis.” Knowledge Management Research & Practice 21 (1): 129–45. https://doi.org/10.1080/14778238.2020.1848365.
Truong, Yann, Rod McColl, and Philip Kitchen. 2010. “Practitioners’ Perceptions of Advertising Strategies for Digital Media.” International Journal of Advertising 29 (5): 709–25. https://doi.org/10.2501/S0265048710201439.
Zupic, Ivan, and Tomaž Čater. 2015. “Bibliometric Methods in Management and Organization.” Organizational Research Methods 18 (3): 429–72. https://doi.org/10.1177/1094428114562629.
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30.07.2024
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Nichifor, B., Zaiț, L., & Timiras, L. (2024). Bibliometric Insights into TV Advertising Research: Trends, Challenges, and Continued Relevance in the Digital Age. Studies and Scientific Researches. Economics Edition, 39. https://doi.org/10.29358/sceco.v0i39.578
