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Benchmarking: An International Journal
ISSN : 1463-5771
Article publication date: 16 December 2020
Issue publication date: 30 June 2021
The purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps for future research.
Design/methodology/approach
The methodology that has been adopted for analysis is two-pronged – the first being a literature review with tabulation of data using excel sheets and bar graphs and the second being a bibliometric review using the software VOSviewer. Both approaches analyze the number of citations, keywords, authors, journals and countries. A database of 113 articles from 1990 to 2020 is generated from Web of Science.
Major contributors to the topic of green advertising research have been identified. Thematic classification is created to understand the subtopics of green advertising. Under this classification, nine subtopics have been identified. Six core research gaps have been identified for future research in the area of green advertising.
Practical implications
The study helps identify where green advertising research is being conducted, its growth potential and future prospects. This research work will enable the industry to gain new insights into this emerging field of green advertising for incorporating the same in their advertising campaigns in view of growing consumer concerns on environment.
Originality/value
The paper provides a comprehensive overview of the current status of research in green advertising. The paper is unique as it is the only review on the topic of green advertising. Given the increasing trend of going green among consumers, the paper adds tremendous value to the field of green advertising.
- Green marketing
- Bibliometric
- Green advertising
- Green claims
Agarwal, N.D. and Kumar, V.V.R. (2021), "Three decades of green advertising – a review of literature and bibliometric analysis", Benchmarking: An International Journal , Vol. 28 No. 6, pp. 1934-1958. https://doi.org/10.1108/BIJ-07-2020-0380
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The Digital Advertising Conceptual Flow: A Literature Review
- Conference paper
- First Online: 29 November 2019
- Cite this conference paper
- Valerio Stallone 7 , 8
Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 167))
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This paper presents a systematic review of the literature of 22 research articles, which used a visualization of the digital advertising conceptual flow with a focus on programmatic advertising. This review aims to address a gap in the literature by identifying a standardization of digital advertising conceptual flow visualization and explanation. Achieving our aims will bring together fragmented literature to serve as a foundation for research into digital advertising conceptual flows and other related research. In our literature review, we have found discrepancies, which imply different understandings of how the advertising exchange between a publisher and an advertiser works. Our work should minimize the risk of wrong conclusions in literature as well as in practice. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research.
- Digital marketing
- Display advertising
- Programmatic advertising
- Real-time bidding
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Stallone, V. (2020). The Digital Advertising Conceptual Flow: A Literature Review. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_1
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Advertising appeals effectiveness: a systematic literature review
Affiliation.
- 1 Social Marketing, Griffith University, 170 Kessels Road, Nathan, QLD 4111, Australia.
- PMID: 34931233
- DOI: 10.1093/heapro/daab204
Positive, negative and coactive appeals are used in advertising. The evidence base indicates mixed results making practitioner guidance on optimal advertising appeals difficult. This study aims to identify the most effective advertising appeals and it seeks to synthesize relevant literature up to August 2019. Following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework a total of 31 studies were identified and analyzed. Emotional appeals, theory utilization, materials, results and quality were examined. Across multiple contexts, results from this review found that positive appeals were more often effective than coactive and negative appeals. Most studies examined fear and humour appeals, reflecting a literature skew towards the two emotional appeals. The Effective Public Health Practice Project framework was applied to assess the quality of the studies and identified that there remains opportunity for improvement in research design of advertising studies. Only one-third of studies utilized theory, signalling the need for more theory testing and application in future research. Scholars should look at increasing methodological strength by drawing more representative samples, establishing strong study designs and valid data collection methods. In the meantime, advertisers are encouraged to employ and test more positive and coactive advertising appeals.
Keywords: advertising appeals; advertising appeals effectiveness; emotional appeals; systematic literature review.
© The Author(s) 2021. Published by Oxford University Press. All rights reserved. For permissions, please email: [email protected].
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- Systematic Review
- Advertising*
- Public Health Practice
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The effectiveness of advertising: a literature review
The aim of the paper is to propose a simple approach to monitor and control the encoding phase, too often neglected by the doctrine and operators in the communication process. The paper is discusses a possible methodology to investigate the degree of coincidence / discordance between what is conveyed through the advertising and what is actually understood by some consumers. The object of investigation is the verbal text of the spot in order to verify the level of understanding of the message and, if necessary, to find the reasons of a wrong perceived meaning.
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This approach aims to study the effectiveness of advertising in terms. of persuasiveness (Ray, 1982), observing the effects on the f ormation process of attention, memory, attitude and behavior ...
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The value of such a literature exploration is threefold. We go beyond the observation by Alfred Lasker about the backbone of advertising in the early twentieth century: "salesmanship in print, driven by a reason why" (Arens 2004, 7).Advertising has become so pervasive and powerful that is now "orchestrating everyday consciousness" (Ewen 2003; Kensicki 2004).
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The literature review systematically analyzes, consolidates and identifies knowledge gaps in prior research related to B2B advertising in order to motivate dedicated future research in the field. Our assessment points to several gaps related to B2B advertising regarding the ad agency-client relationship, the effectiveness of emotional appeals ...
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