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Knowledge Atlas Analysis on the Current Research Situation of Advertising in China
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Cause Related Advertising
Visual
Abstract
This paper chooses advertisement research papers in CSSCI database and advertisement research literature in the professional journal "Advertising View (Theoretical Edition)" as research objects. By using CiteSpace's visual analysis method, this paper examines in detail the cooperative network structure of Chinese research subjects in the field of advertising. Then combined with bibliometrics, this paper further refines the hot areas of advertising research, and analyses the development context and frontier issues of its theoretical research. Primarily, at present, no academic community has been formed among authors and institutions in the analysis of cooperation networks of research subjects. Secondly, In terms of keyword co-occurrence analysis and clustering analysis of research content, the correlation degree between hot spot clusters is relatively low, and the extension of advertising research is relatively scattered. Thirdly, in the literature quantitative analysis of research trends, time zone maps of key words and time series maps, advertising research has been influenced by media digitalization, and has emerged frontier topics such as "big data", "artificial intelligence" and "programmed advertising". The evolution of advertising research is basically consistent with that of advertising industry.
Keywords visual regulation of advertising cause related advertising research status
First & Corresponding Author
Hanhan Jiang, Jinan University and Postgraduate Association of Jinan University
Authors in the order to be printed.
Hanhan Jiang, Jinan University; Chengyuan Zhou, Jinan University
Abstract: This paper chooses advertisement research papers in CSSCI database and advertisement research literature in the professional journal "Advertising View (Theoretical Edition)" as research objects. By using CiteSpace's visual analysis method, this paper examines in detail the cooperative network structure of Chinese research subjects in the field of advertising. Then combined with bibliometrics, this paper further refines the hot areas of advertising research, and analyses the development context and frontier issues of its theoretical research. Primarily, at present, no academic community has been formed among authors and institutions in the analysis of cooperation networks of research subjects. Secondly, In terms of keyword co-occurrence analysis and clustering analysis of research content, the correlation degree between hot spot clusters is relatively low, and the extension of advertising research is relatively scattered. Thirdly, in the literature quantitative analysis of research trends, time zone maps of key words and time series maps, advertising research has been influenced by media digitalization, and has emerged frontier topics such as "big data", "artificial intelligence" and "programmed advertising". The evolution of advertising research is basically consistent with that of advertising industry.
Keywords visual regulation of advertising cause related advertising research status