University of Twente Student Theses


Effectiveness of online advertising : a bibliometric analysis

Veklenko, K. (2020) Effectiveness of online advertising : a bibliometric analysis.

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Abstract:Online advertising has been a rapidly growing research domain in the last decade. However, scholars still lack a comprehensive understanding of the ultimate purchase decisions and the factors that determine short- term and long- term effectiveness. The aim of this paper is to define the current and emerging research patterns in academic literature on the effectiveness of online advertising and to identify the key determinants of the effectiveness of online advertising from an interdisciplinary perspective. In order to explore the complexity of the research domain, synthesize the existing literature and carry out correct interpretations, we conduct bibliometric analysis based on 409 academic publications from Web of Science using co-citation analysis and bibliographic coupling techniques. We find 4 thematic clusters based on co- citation analysis and 7 thematic clusters based on bibliometric analysis. In order to perform a more comprehensive interpretation, we used qualitative content analysis to study the key research patterns in clustered academic publications. Our findings suggest that online advertising effectiveness research domain is highly shaped by technological developments and is becoming more focused on interdisciplinarity. This study contributes to the research on online advertising effectiveness by synthesizing the past, current and emerging research patterns, and therefore setting a basis for further research agenda. The findings of this paper contribute new insights to online marketers concerning the key determinants of online advertising effectiveness, and facilitate further discussion regarding the metrics and estimation models of effectiveness.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Programme:Business Administration MSc (60644)
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