Advertising during the COVID-19 Pandemic: Trends and Theoretical Developments

Usama Najam, Raza Ali and Umar Burki ()
Additional contact information
Usama Najam: Department of Business Administration, Air University, Islamabad 44000, Pakistan
Raza Ali: Institute of Management Sciences, Bahauddin Zakariya University, Multan 60800, Pakistan
Umar Burki: USN School of Business, University of South-Eastern Norway, Vestfold Campus, 3184 Borre, Norway

Administrative Sciences, 2023, vol. 13, issue 7, 1-18

Abstract: This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analysis techniques and employed the VOS viewer to present visualizations. Our findings provide valuable insights into how the COVID-19 pandemic altered advertisers and researchers’ perspectives on advertisement content and message strategies. We also explore the application of diversified theoretical lenses to our research on advertisements during the pandemic.

Keywords: COVID-19; advertisement; advertising; theories; message strategy; media (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2076-3387/13/7/170/pdf (application/pdf)
https://www.mdpi.com/2076-3387/13/7/170/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jadmsc:v:13:y:2023:i:7:p:170-:d:1201335

Access Statistics for this article

Administrative Sciences is currently edited by Ms. Nancy Ma

More articles in Administrative Sciences from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().