Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources
Top Cited Papers
- 1 April 2008
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 37 (1) , 99-112
- https://doi.org/10.2753/joa0091-3367370108
Abstract
How has scholarly research shaped the Internet advertising field since the mid 1990s? This study addresses that broad question with a bibliometric analysis of academic literature on Internet advertising. By examining most-cited authors and papers, as well as co-citation patterns, a general picture of the field can be drawn. This analysis sets a baseline that will enable future scholars to see where the field of Internet advertising research began and trace its shift over time.Keywords
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