Mapping the landscape of political advertising research: A comprehensive bibliometric analysis

Abstract

This study employs bibliometric analysis to provide a comprehensive overview of the research landscape in political advertising from 1972 to 2022. Drawing on a dataset of 668 papers from the Scopus database, the analysis utilizes the VOSviewer program to examine various facets of political advertising literature. Key findings include the dominance of developed countries, particularly the United States, in terms of research output and citations. Co-authorship patterns reveal extensive collaboration networks, with the United States serving as a central hub. The most productive authors and journals are identified, shedding light on influential contributors and publication outlets in the field. Furthermore, analysis of keyword occurrences highlights prevalent themes and topics, such as political communication, social media, and campaign strategies. Practical implications of the study include informing researchers, policymakers, and practitioners about the current state of political advertising research and identifying avenues for future inquiry. However, the study also acknowledges limitations such as database exclusivity, language bias, and methodological constraints inherent in bibliometric analysis. Overall, this study contributes to a deeper understanding of political advertising scholarship, emphasizing its global significance and potential for shaping political discourse and practice.