Scientific Mapping for Advertising in Recent Decades: A Citespace Bibliometric Analysis

Abstract

This paper uses a Citespace-based bibliometric analysis of 4,617 articles from the Social Sciences Citation Index in the Web of Science Core Collection database to understand how advertising research has developed and evolved. The analysis began with deep data collection and expansion. Then, the research moved from the macro-level toward the micro-level, enabling observation of the ways that, while advertising research might have produced comprehensive theoretical findings based on a wide range of research, the field lacks a unified research community. Finally, the paper suggests three future research directions based on the results of the analysis.