Advertising Effectiveness: A Systematic Review and Bibliometric Analysis

Abstract

This study aims to systematically examine the existing body of literature on advertising effectiveness and deliver a comprehensive assessment of research undertaken in this evolving discipline. Through an extensive review of 82 Scopus-indexed articles, combined with bibliometric techniques and the Theory-Context-Characteristics-Methodology (TCCM) framework, the researchers seek to identify the dominant theories, contexts, characteristics, and methodological approaches applied in the domain of advertising effectiveness. The findings indicate a clear transition in research emphasis from traditional advertising media to digital and online platforms used for promotional activities. Research output has shown steady growth since the 2000s, moving from text-based advertising toward digital marketing formats. Prominent publication outlets include the International Journal of Advertising and the Journal of Marketing Communications. Leading contributors to this field come from the United States, Australia, China, Spain, and India, with studies primarily guided by the Elaboration Likelihood Model (ELM) and Construal Level Theory, using experimental and survey-based methodologies. The analysis further reveals a Western-centric orientation in existing research and suggests the need for broader cross-cultural, technological, and neuroscientific explorations to enhance the global understanding of advertising effectiveness. Overall, this review provides a valuable contribution to the expanding academic discourse on advertising effectiveness.