Establishing a Paradigm: A Systematic Analysis of Interactive Advertising Research. Issue 1 (2nd January 2017)

• Record Type: Journal Article
• Authors: Daugherty, Terry; Djuric, Vanja; Li, Hairong; Leckenby, John
• Is Part Of: Journal of interactive advertising. Volume 17:Issue 1(2017)
• Page Start: 65
• Page End: 78
• Publication Date: 2017-01-02
• Subjects: Interactive advertising -- social media -- digital marketing -- paradigm funnel -- literature review; Advertising -- Periodicals; Internet advertising -- Periodicals; Interactive multimedia -- Periodicals; 659.144
• DOI: 10.1080/15252019.2017.1326755
• Languages: English
• ISSNs: 1525-2019

Abstract

ABSTRACT: This study presents a review of the advertising literature published in the Journal of Interactive Advertising ( JIAD ) through the application of a paradigm funnel. The technique is designed to systematically explore, classify, and analyze a body of work to gain insight into the current status of a research paradigm. Subsequently, interactive advertising is defined within a scholarly framework and more than 186 research articles are evaluated. The results provide a foundation for helping advertising scholars identify patterns, existing gaps in the literature, and research opportunities for the future that will expand our understanding of interactive advertising.