Exploring the continuity and change in political advertising research: a systematic literature review

Figures & data

Figure 1. Systematic literature review.

Figure 2. Publications trend.

Figure A1. Network Map Generated Through VOS Viewer.

Figure A2. Density Map Generated Through VOS Viewer.

Table A1. Clusters with their Keywords.

Clusters	Keywords	Colour
1	Election cycle, campaign advertising, tone, exposure, period, category, ability, support, emotional appeal, presidential election, parliamentary election, emotion, effort, decade, ability, category, problem, pattern	Green
2	Rhetoric, Argumentation, Linguistic Mean, juxtaposition, construction, speech, concept, means, expression, dimension, political communication, discourse, opinion, example, language, text, relation, formation, first time, ideology, relevance, language, development, author, place, opinion, first time	Red
3	Focus, video, range, scholar, Instrument, point, future research	Sky blue
4	Microtargeting, democracy, subject, legitimacy, electorate, vote, likelihood, freedom, possibility, right, argument, turnout	Purple
5	Time, effectiveness, knowledge, user, privacy concern, promise, persuasion, language, individual, online experiment, targeted political advertising, time, advertiser, recipient	Yellow
6	Transparency, Facebook, social media platform, self-regulation, company, platform, world, policy, case, lack, world	Dark blue

Table A2. Different themes from the appropriate keywords.

S. No	Themes	Keywords	Clusters Included
1	Objective and Source of Political Advertising: Political Actors, Motivation and the Stimuli behind its Propagation	Ideology, Political Communication, Campaign Advertising, Democrat, Election Cycle, Parliamentary election, Presidential election, Digital campaigning, European Election, European Parliament Election, Online Political Advertising, Policy, Challenge, Persuasion knowledge, Partisanship, Promise, Democracy, Electorate, Side, Opinion, Advertiser, Political actor, Supporter	1,2,3
2	Message Dissemination Channels: Techniques and Tools for Processing Communication	Argumentation, Expression, Formation, Juxtaposition, Language, Linguistic mean, Meaning, Political discourse, Political speech, Relation, Relevance, Rhetoric, Slogan, Speech, Text, Topic, Emotion, Emotion appeal, Exposure, Idea, Problem, Series, Degree, Freedom, Instance, Video, Tone, Ability, Exposure, Feeling, Heart, Link, Media market, Space, Facebook,, Google, Online political advertising, Platform, Self-regulation, Recipient, Targeted political advertising, Microtargeting, Social media platform	1,2,3,4,5
3	Outcomes and behavioural aspect decoded: Impact and Behavioural Patterns emerged through Political Advertising	First time, Opinion, Place, Category, Idea, Pattern, Period, Principle, Respondent, Discourse, Population, Relation, Relevance, Addition, Effectiveness, Evaluation, Individual, Manipulative intent, Time, Freedom, Likelihood, Partisanship, Reason, Viewer, Subject, Exposure, Knowledge, Association, Polarization, Consequence, Disinformation, Mismatch, Policymaker, Potential voter, Legitimacy, Negative political advertising, Possibility, Turnout, Vote, Support, Transparency	1,2,3,4,5,6

Data availability statement

(Basic) The authors confirm that the data supporting the findings of this study are available within the article [and/or] its supplementary materials.