Intellectual structure and publication pattern in International Journal of Advertising: a bibliometric analysis during 1982–2019

Abstract

International Journal of Advertising (IJA) publishes research on marketing communications. The journal is international in scope, presenting perspectives from academics, practitioners, and public policy makers. In the past 38 years of publishing, IJA has amassed a rich repository of management tenets pertaining to advertising. With the application of quantitative techniques, we analyze the evolution and growth of the journal and highlight its publication trend, citation structure, and authorship pattern. Furthermore, we acknowledge IJA’s prominent topics and its prolific contributors and their affiliations and track the evolution of advertising research in the journal. This study groups IJA articles into seven bibliographic clusters. In addition, by text mining in R, we compare the thematic layout of IJA’s clusters of articles. The study is primarily a retrospection of IJA’s 38 years but also shows the way forward for the journal.

Keywords:

• International Journal of Advertising
• bibliometrics
• bibliographic coupling
• citations
• Scopus

Disclosure statement

No potential conflict of interest was reported by the author(s).