Ethical advertising: Drawing a scientific map of international research in the SCOPUS citation database
Subject Areas : Islamic Marketing
1 - PhD student, Department of Business Administration, Islamic Azad University of Yazd
Keywords: Scientific map, scientometrics, co-authorship network, lexical co-occurrence, moral advertising,
Abstract :
Background: Ethical advertising is a concept that refers to methods that are compatible with moral values in the field of advertising and marketing. In recent decades, attention to the importance of ethical advertising has increased in the advertising and marketing industry. The aim is to investigate the trend research interests in the field of ethical advertising and analyze scientific metrics in this field based on the scientific articles of the Scopus database. methods: This research has apractical approach and was carried out using scientific indicators, which was done through the analysis of the authorship network of countries and the occurrence of words using social network analysis indicators. statistical population includes all the articles indexed in the Scopus database during the years 1883 to 2023 related to the term ethical advertising. VOSviewer software was used for analysis. Findings: Since 1883, scientific productions in the field of ethical advertising have started with an article. The most productions were in 2021 with 7 articles. In the co-authorship network of countries, the United States of America was identified as the most influential country with the most productions (29 ) and according to the word co-occurrence map in the field of ethical advertising studies, the most focus of the studied texts is on the keyword advertising with the number of occurrences of 23. Conclusion: Considering the importance of ethical advertising in today's business world, researchers in this field should study all areas in their research so that they can promote and maintain ethics in businesses.