Disciplinary Impact of Advertising Scholars: Temporal Comparisons of Influential Authors, Works and Research Networks

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Abstract
In a bibliometric study of the advertising literature, the authors identified the most-cited writers, most-cited published works, and co-citation networks for 1982–1985 and 1992–1995. Such connections among scholars can be used to identify streams of research in advertising; some of these streams show temporal progressions. The 10,526 citations indicate that a handful of works from the 1960s and 1970s continue to have an impact on the advertising literature, whereas a large and interconnected body of work from the 1980s has had more recent impact. These findings may indicate greater paradigmatic rigor in recent years.