Artikel
Advertising during the COVID-19 pandemic: Trends and theoretical developments
This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analysis techniques and employed the VOS viewer to present visualizations. Our findings provide valuable insights into how the COVID-19 pandemic altered advertisers and researchers' perspectives on advertisement content and message strategies. We also explore the application of diversified theoretical lenses to our research on advertisements during the pandemic.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Administrative Sciences ; ISSN: 2076-3387 ; Volume: 13 ; Year: 2023 ; Issue: 7 ; Pages: 1-18
- Klassifikation
-
Öffentliche Verwaltung
- Thema
-
advertisement
advertising
COVID-19
media
message strategy
theories
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Usama Najam
Ali, Raza
Burki, Umar
- Ereignis
-
Veröffentlichung
- (wer)
-
MDPI
- (wo)
-
Basel
- (wann)
-
2023
- DOI
-
doi:10.3390/admsci13070170
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Usama Najam
- Ali, Raza
- Burki, Umar
- MDPI
Entstanden
- 2023
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