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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/109248
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/109248

    題名: Methodological Issues in Advertising Research: Current Status, Shifts, and Trends
    作者: 張卿卿
    Chang, Chingching
    貢獻者: 廣告系
    日期: 2016-12
    上傳時間: 2017-04-27 15:58:48 (UTC+8)
    摘要: This article presents some self-reflective considerations on the methodology applied in advertising scholarly publications, based on a review of articles in four leading journals: Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, and Journal of Current Issues and Research in Advertising. This article first identifies two approaches in the positivist paradigm that exert strong impacts on the development of advertising research: the message effects research tradition in the communication field and the consumer psychology research tradition in marketing. With this background, the article next introduces several research questions to explore which methods have dominated advertising research, the role of theory building in affecting the adopted methods and the number of reported studies, differences across the journals, and the degree to which researchers integrate different methods or approaches (quantitative and qualitative) in their research. A content analysis of articles published in these four advertising journals from 2001 to 2015 helps address these research questions and reveals the current status, shifts, and trends in advertising research since the turn of this century.
    關聯: Journal of Advertising, Volume 46, 2017 - Issue 1: Themed Issue, Pages 2-20
    資料類型: article
    DOI: http://dx.doi.org/10.1080/00913367.2016.1274924
    顯示於類別:[廣告學系] 期刊論文


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