Gender and Advertising: A 50-Year Bibliometric Analysis


Adalı G., Yardibi F., Aydın Ş., Güdekli İ. A., Aksoy E., Hoştut S.

JOURNAL OF ADVERTISING, cilt.54, ss.1-21, 2024 (SSCI)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 54
  • Basım Tarihi: 2024
  • Doi Numarası: 10.1080/00913367.2024.2343291
  • Dergi Adı: JOURNAL OF ADVERTISING
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, Communication Abstracts, Linguistics & Language Behavior Abstracts, PAIS International, Psycinfo, Public Affairs Index, DIALNET
  • Sayfa Sayıları: ss.1-21
  • Akdeniz Üniversitesi Adresli: Evet

Özet

This study aims to provide a comprehensive overview of the state of research on gender and advertising. For this, a bibliometric review of 2,735 research articles was conducted using performance analysis and science mapping techniques to provide valuable insights into publication trends and their relevance to various topics. Visualization of the network and in-depth bibliometric analysis on publications, authors, countries, references, and keywords were performed using CiteSpace and VOSviewer. The findings show that the scholarly literature on gender and advertising has grown exponentially in the last 50 years, especially since 2010, with triple-digit annual publications. The most prolific author is M. Eisend and the journals with the highest number of publications are Sex Roles, the Journal of Advertising, and the International Journal of Advertising. The topic is highly valued both within its field and across other disciplines, including psychology, education, health, and social sciences (economic, and political). A total of 91 countries have contributed to the literature, with the largest contribution from the United States. Brazil is currently experiencing a citation burst. The active keyword hotspots include mental health, social media, purchase intention, engagement, and portrayals.