Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources

A bibliometric analysis of academic literature on Internet advertising sets a baseline that will enable future scholars to see where the field of Internet advertising research began and trace its shift over time.

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.