Bibliometric Analysis of the Top 100 Most-Cited Articles in Advertising

This study analyzes the academic development of advertising literature by evaluating the 100 most-cited articles using bibliometric methods. The primary aim of the study is to systematically examine prominent themes, research methodologies, and general trends in the literature, thereby presenting the current state of the field and its developmental directions. The study highlights how advertising has been shaped by contemporary topics while emphasizing the influence of cultural contexts and ethical values on advertising strategies through the findings of the analysis. Bibliometric methods facilitated the evaluation of thematic and methodological distributions of the most-cited studies, as well as the identification of knowledge gaps in the literature. The findings reveal that advertising is not merely a theoretical field but rather a dynamic discipline that rapidly adapts to technological innovations and societal transformations. The study also indicates an increase in interdisciplinary interactions and methodological innovations to the field. The significance of this study lies in its provision of a comprehensive evaluation of advertising literature, establishing a strategic framework for researchers and practitioners. This analysis aims to contribute to the deepening of knowledge in advertising as a scientific discipline. Concrete recommendations have been developed for the future research directions of the advertising field.