A Bibliometric Analysis of Emotional Advertisement

Sonakshi Jaiswal; M. S. Senam Raju

Sonakshi Jaiswal School of Management Studies, Indira Gandhi National Open University
M. S. Senam Raju Professor, School of Management Studies, Indira Gandhi National Open University

Keywords: Emotional Appeal | Advertisement | Scopus Database | Bibliometric Analysis | VosViewer

Abstract

Purpose: Emotional appeal has been a fundamental aspect of advertising, influencing consumer behaviour and brand perception. This research paper employs bibliometric analysis to explore the trends, patterns, and key themes surrounding emotional appeal in advertising research. This study aims to provide insights into the evolution, dominant theories, methodologies, and emerging topics within this field by analysing a comprehensive collection of scholarly articles.

Methodology/Design/Approach: Vos Viewer software was used to analyse key-words occurrence, inter-country co-authorship network and citation analysis

Findings: The findings of the analysis indicate that the highest number of publications were found in the year 2020.The highest number of papers on emotional advertisement were published in the journal named European Journal of Marketing. The most productive country with the highest number of citations on Emotional Advertisement was United States of America.

Originality/Value: The findings of this bibliometric analysis offer valuable implications for advertisers, marketers, and researchers in understanding the significance and dynamics of emotional appeal in advertisement.

Paper Type: Review of Literature