Disciplinary impact of advertising scholars: Temporal comparisons of influential authors, works and research networks

In a bibliometric study of the advertising literature, the authors identifi ed the most-cited writers, most-cited published works, and co-citation netw orks for 1982-1985 and 1992-1995. Such connections among scholars can be us ed to identify, streams of research in advertising; some of these streams s how temporal progressions. The 10,526 citations indicate that a handful of works from the 1960s and 1970s continue to have an impact on the advertisin g literature, whereas a large and interconnected body of work from the 1980 s has had more recent impact. These findings may indicate greater paradigma tic rigor in recent years.