SNDT WOMEN'S UNIVERSITY
BMK Knowledge Resource Centre
Vithaldas Vidyavihar, Juhu Tara Road,
Santacruz (West) Mumbai - 400049
Two Decades of Advertisement Engagement : A Bibliometric and Network Analysis (Record no. 131305)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02193nam a2200145 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250306b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Pritha Nasery Ubgade |
| 245 ## - TITLE STATEMENT | |
| Title | Two Decades of Advertisement Engagement : A Bibliometric and Network Analysis |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | P.54-70 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. biblio.abstract | Purpose : One of the most popular research subjects in the past few years has been the effect of advertising on consumers. An advertisement’s persuasiveness is determined by its ability to engage consumers, which is the underlying concept. Despite a wide variety of theoretical and empirical literature available in the field of advertisement engagement, mapping the knowledge structure of advertisement engagement literature remains relatively less undertaken.<br/><br/>Methodology : The goal of this study was to map the literature on advertisement engagement by performing a bibliometric and network analysis in light of this gap. In order to map the body of knowledge on advertisement engagement, this study examined significant journals, yearly publications, ground-breaking writers, and significant papers published between 2000 and 2024.<br/><br/>Findings : The findings of the study suggested that the USA is the most contributing country, and the International Journal for Advertising published a maximum number of studies in the field of advertising engagement. Furthermore, Yang et al.’s (2021) research made the most contribution to the field of advertisement engagement on social media platforms of all researchers.<br/><br/>Practical Implications : The study mapped how participation in advertisements affected the surrounding environment.<br/><br/>Originality Value : It has been discovered that more research is being done in the area of advertising engagement due to the growing popularity of more recent media. This study provides a framework for future research on advertisement engagement while mapping the literature and trends in the field. |
| 654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS | |
| Subject | <a href="advertisement engagement">advertisement engagement</a> |
| -- | <a href="bibliometric analysis">bibliometric analysis</a> |
| -- | <a href="advertisement involvement">advertisement involvement</a> |
| -- | <a href="network analysis">network analysis</a> |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sujata Joshi |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 80314 |
| Host Itemnumber | 112040 |
| Place, publisher, and date of publication | India Associated Management Consultants |
| Title | Indian Journal of Marketing |
| International Standard Serial Number | 0973 8703 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Location (home branch) | Sublocation or collection (holding branch) | Date acquired | Koha issues (times borrowed) | Piece designation (barcode) | Koha date last seen | Price effective from | Koha item type |
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| Dewey Decimal Classification | SNDT Juhu | SNDT Juhu | 06/03/2025 | JP332.2.4 | 06/03/2025 | 06/03/2025 | Journal Article |