Advertising during the COVID-19 Pandemic: Trends and Theoretical Developments-Reference-Cited by-同舟云学术

Advertising during the COVID-19 Pandemic: Trends and Theoretical Developments

Published:2023-07-24 Issue:7 Volume:13 Page:170
ISSN:2076-3387
Container-title:Administrative Sciences
language:en
Short-container-title:Administrative Sciences

Author:

Najam Usama¹^ORCID,Ali Raza²,Burki Umar³⁴

Affiliation:

1. Department of Business Administration, Air University, Islamabad 44000, Pakistan

2. Institute of Management Sciences, Bahauddin Zakariya University, Multan 60800, Pakistan

3. USN School of Business, University of South-Eastern Norway, Vestfold Campus, 3184 Borre, Norway

4. Department of Business Administration, Oslo New University College, 0456 Oslo, Norway

Abstract

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.

Publisher

MDPI AG

Subject

General Business, Management and Accounting

Link

https://www.mdpi.com/2076-3387/13/7/170/pdf

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