Humour advertising: A review and a bibliometrics citation analysis

Hafizah Omar Zaki, Yusniza Kamarulzaman, Mozard Mohtar

Abstract


The purpose of this paper is to present review and analysis of citations by journals, papers and authors, co-occurrences of keyword and sub-keywords, and the co-authorship between authors, institutions as well as countries in the field of humour advertising. The number of journal publications in humour advertising has increased and expanded over the years in the field of marketing, communication and business research, but are less being discussed in relation to its citation’s analysis. Therefore, the study has been conducted using a review and a bibliometrics analysis approach. A total of 2300 articles for the study has been extracted from the Web of Science database and reviewed using the PRISMA (Preferred Reporting Items for Systematic Review and Meta-analysed). However, only 1500 were screened and selected for use for the citation analysis. This study contributes in a sense that it provides future researchers with knowledge and information about the worldwide citation’s linkages, and networking between authors, institutions, and research interest in the field of humour advertising. This study also provides insights for researchers to engage in developing novel research ideas that may contribute to expanding the engagement of marketing of humour advertising worldwide.

Keywords: bibliometrics, humour advertising, marketing research, PRISMA, web of science


Full Text:

PDF

References


Alden, D.L., Mukherjee, A., & Hoyer, W.D. (2000). The effects of incongruity, surprise and positive moderators on perceived humor in television advertising. Journal of Advertising, 29(2), 1-15.

Alden, D.L., Hoyer, W.D., & Lee, C. (1993). Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis. Journal of Marketing, 57(2), 64-75.

Barry, T.E. (1990). Publication productivity in the three leading US advertising journals: Inaugural issues through 1988. Journal of Advertising, 19(1), 52-60.

Baltagi, B.H. (2007). Worldwide Econometrics Rankings: 1989-2005. Econometric Theory, 23(5), 952-1012.

Bonilla, C.A., Merigó, J.M., & Torres-Abad, C. (2015). Economics in Latin America: A bibliometric analysis. Scientometrics, 105(2), 1239-1252.

Cancino, C., Merigó, J.M., Coronado, F., Dessouky, Y., & Dessouky, M. (2017). Forty years of Computers & Industrial Engineering: A bibliometric analysis. Computers & Industrial Engineering, 113, 614-629.

Chen, X., Wang, S., Tang, Y., & Hao, T. (2019). A bibliometric analysis of event detection in social media. Online Information Review, 43(1), 29-52.

Coupe, T. (2003). Revealed performances: Worldwide rankings of Economists and Economics Departments, 1990–2000. Journal of the European Economic Association, 1(6), 1309–1345.

Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466-476.

De Pelsmacker, P., Geuens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49-61.

Danvila-del-Valle, I., Estévez-Mendoza, C., & Lara, F. J. (2019). Human resources training: A bibliometric analysis. Journal of Business Research, 101, 627-636. DOI : https://doi.org/ 10.1016/j.jbusres.2019.02.026

Duncan, C.P., & Nelson, J.E. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14(2), 33-64.

Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.

Ellegaard, O., & Wallin, J.A. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105(3), 1809-1831.

Fetscherin, M., & Heinrich, D. (2015). Consumer brand relationships research: A bibliometric citation meta-analysis. Journal of Business Research, 68(2), 380-390.

Ferreira, M.P., Santos, J.C., de Almeida, M.I.R., & Reis, N.R. (2014). Mergers & acquisitions research: A bibliometric study of top strategy and international business journals, 1980–2010. Journal of Business Research, 67(12), 2550-2558.

Gopal, R.D., & Tripathi, A.K. (2006). Advertising via wireless networks. International Journal of Mobile Communications, 4(1), 1-16.

Hota, P.K., Subramanian, B., & Narayanamurthy, G. (2019). Mapping the intellectual structure of social entrepreneurship research: A citation/co-citation analysis. Journal of Business Ethics, 1-26.

Kim, J., & McMillan, S.J. (2008). Evaluation of internet advertising research: A bibliometric analysis of citations from key sources. Journal of Advertising, 37(1), 99-112.

Keramatfar, A., & Amirkhani, H. (2019). Bibliometrics of sentiment analysis literature. Journal of Information Science, 45(1), 3-15.

Kovacs, A., Van Looy, B., & Cassiman, B. (2015). Exploring the scope of open innovation: A bibliometric review of a decade of research. Scientometrics, 104(3), 951-983.

Lee, Y.H., & Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of Consumer Research, 26(2), 156-169.

Leung, X.Y., Sun, J., & Bai, B. (2017). Bibliometrics of social media research: A co-citation and co-word analysis. International Journal of Hospitality Management, 66, 35-45.

Martin, R.A. (2010). The Psychology of Humor: An Integrative Approach. Academic press.

Martinez-Lopez, F.J., Merigo, J.M., Valenzuela-Fernandez, L., & Nicolas, C. (2018). Fifty years of The European Journal of Marketing: A bibliometric analysis. European Journal of Marketing, 52(1/2), 439-468.

McQuarrie, E.F., & Mick, D.G. (1999). Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses. Journal of consumer research, 26(1), 37-54.

Mulet-Forteza, C., Genovart-Balaguer, J., Mauleon-Mendez, E., & Merigó, J.M. (2018). A bibliometric research in the tourism, leisure and hospitality fields. Journal of Business Research, 101, 819-827.

Muncy, J.A. (1991). The Journal of Advertising: A twenty-year appraisal. Journal of Advertising, 20(4), 1-12.

Merigo, J.M., & Yang, J.B. (2017). Accounting research: A bibliometric analysis. Australian Accounting Review, 80(27), 71-100.

Merigo, J.M., Mas-Tur, A., Roig-Tierno, N., & Ribeiro-Soriano, D. (2015). A bibliometric overview of the Journal of Business Research between 1973 and 2014. Journal of Business Research, 68(12), 2645-2653.

Noorhidawati, A., Aspura, M.Y.I., Zahila, M.N., & Abrizah, A. (2017). Characteristics of Malaysian highly cited papers. Malaysian Journal of Library & Information Science, 22(2), 85-99.

Pasadeos, Y. (1985). A bibliometric study of advertising citations. Journal of Advertising, 14(4), 52-59.

Ponomariov, B., & Boardman, C. (2016). What is co-authorship? Scientometrics, 109(3), 1939-1963.

Pollay, R.W., & Mittal, B. (1993). Here's the beef: Factors, determinants, and segments in consumer criticism of advertising. Journal of marketing, 57(3), 99-114.

Rossiter, J.R., & Thornton, J. (2004). Fear‐pattern analysis supports the fear‐drive model for anti-speeding road‐safety TV ads. Psychology & Marketing, 21(11), 945-960.

Salimi, D., Tavasoli, K., Gilani, E., Jouyandeh, M., & Sadjadi, S. (2019). The impact of social media on marketing using bibliometrics analysis. International Journal of Data and Network Science, 3(3), 165-184.

Samiee, S., & Chabowski, B.R. (2012). Knowledge structure in international marketing: A multi-method bibliometric analysis. Journal of the Academy of Marketing Science, 40(2), 364-386.

Sher, N.A., Foon, K.A., Fishman, M.L., & Brown, T.M. (1976). Demonstration of Macrophage Chemotactic Factors in the aqueous humor during experimental Immunogenic Uveitis in rabbits. Infection and immunity, 13(4), 1110-1116.

Simpson, J., & Weiner, E.S. (1989). Oxford English Dictionary Online. Oxford: Clarendon Press. Retrieved March 6, 2018.

Small, H. (1973). Co‐citation in the scientific literature: A new measure of the relationship between two documents. Journal of the American Society for information Science, 24(4), 265-269.

Stern, B.B. (1995). Consumer myths: Frye's taxonomy and the structural analysis of consumption text. Journal of consumer research, 22(2), 165-185.

Sternthal, B., & Craig, C.S. (1973). Humor in advertising. Journal of Marketing, 37(4), 12-18.

Su, H., & Lee, P. (2010). Mapping knowledge structure by keyword co-occurrence: A first look at journal papers in Technology Foresight. Scientometrics, 85, 65–79.

Speck, P.S. (1991). The humorous message taxonomy: A framework for the study of humorous ads. Current issues and research in advertising, 13(1-2), 1-44.

Tur-Porcar, A., Mas-Tur, A., Merigó, J.M., Roig-Tierno, N., & Watt, J. (2018). A bibliometric history of The Journal of Psychology between 1936 and 2015. The Journal of psychology, 152(4), 199-225.

Toncar, M., & Munch, J. (2001). Consumer responses to tropes in print advertising. Journal of Advertising, 30(1), 55-65.

Vallaster, C., Kraus, S., Lindahl, J.M.M., & Nielsen, A. (2019). Ethics and entrepreneurship: A bibliometric study and literature review. Journal of Business Research, 99, 226-237.

Vogel, R., & Guttel, W.H. (2013). The dynamic capability view in strategic management: A bibliometric review. International Journal of Management Reviews, 15(4), 426-446.

Wang, C.C., & Hu, W.C. (2011). Bibliometric analysis of advertising endorser research in marketing. International Proceedings of Economics Development & Research, 3, 102-106.

Wickberg, D. (1998). The senses of humor: Self and laughter in modern America. Cornell University Press.

Wilbur, K.C. (2008). A two-sided, empirical model of television advertising and viewing markets. Marketing science, 27(3), 356-378.

Weinberger, M.G., & Gulas, C.S. (1992). The Impact of humor in advertising: A review. Journal of advertising, 21(4), 35-59.

Weinberger, M.G., & Gulas, C.S. (2019). The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn? International Journal of Advertising, 38(7), 911-956.

Yadava, S.M., Patrick, H.S., Ananth, C.V., Rosen, T., & Brandt, J.S. (2019). Top-cited articles in the journal: A bibliometric analysis. American Journal of Obstetrics and Gynecology, 220(1), 12-25.

Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.

Zhang, Y. (1996). The effect of humor in advertising: An individual‐difference perspective. Psychology & Marketing, 13(6), 531-545.

Zupic, I., & Cater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472.

Zhong, S., Geng, Y., Liu, W., Gao, C., & Chen, W. (2016). A bibliometric review on natural resource accounting during 1995-2014. Journal of Cleaner Production. 139, 122-132.


Refbacks

  • There are currently no refbacks.