广告研究中的紧迫议题:弥合现有文献中的关键空白

Urgent Topics for Advertising Research:Addressing Critical Gaps in the Literature

本研究通过分析广告生态系统的核心参与者(广告行业/广告商)与其他重要参与者之间的联系和紧张关系,探讨了目前广告研究的主题分类。我们通过对过去20年在三大广告期刊上发表的原创文章进行文献计量分析,确定了缺乏研究的主题领域。这些主题包括:(1)广告行业/广告商与非政府监管/监督组织之间的问题;(2)广告行业/广告主与政府之间的问题;(3)宏观环境,特别是社会和技术环境因素的相关问题。针对每个领域,我们都提出了未来广告研究的紧迫议题和研究问题示例。

This article examined advertising research topics categorized by connections and tensions between central actors in the advertising ecosystem(advertising industry and advertisers)and other key actors.From a bibliometric analysis of original research articles published in the top three advertising journals during the past 20 years,topical areas were identified where research has been lacking.These topics included;(1)issues at the connection between advertising industry/advertisers and non-government regulatory/watchdog organizations;(2)issues at the connection between advertising industry/advertisers and the government;and(3)macro-environment issues,especially social and technology environment factors.For each of these areas,urgent topics for future advertising research and example research questions were proposed.