Product Placement Bibliometric Study: Generic Journals Versus Specific-Communication Journals

IF 3.1 3区经济学 Q2 BUSINESS

International Journal of Business Communication Pub Date : 2021-11-02 DOI:10.1177/23294884211055840

Natalia Vila-López, Ines Kuster-Boluda

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引用次数: 3

Abstract

Media fragmentation represents new challenges for product placement strategies to become an increasingly effective way to reach consumers and non-users. In this frame, this paper has been developed with three main objectives: (i) to carry on a performance analysis to measure the visibility/impact of the scientific product in product placement (most cited authors, journals, and themes), (ii) to visually present the scientific structure by topics of research in product placement as well as its evolution to identify future research lines, and (iii) to compare both objectives in generic journals and specific communication ones. To this end, the resources in the Web of Science Citation Index were used. Scimat software was applied on a sample of 694 indexed papers from 1992 to 2021 containing “product placement” with 8,521 global citations (176 of the papers were indexed in communication journals with 3,190 citations). Our results show that MEMORY is a key motor theme—the future of research tends to new themes in the communication field (i.e., ATTITUDES/BEHAVIORS or VIRTUAL). Three industries have been key: alcohol, tobacco, and food. This research adds value to previous analysis as long as we have included: (i) a multidisciplinary approach; (ii) an unfolded analysis focusing strictly on communication journals; and (iii) a longitudinal analysis to compare different periods showing dynamic scientific maps.

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植入式文献计量学研究：普通期刊与特定传播期刊

媒体碎片化对植入式广告策略提出了新的挑战，使其成为接触消费者和非用户的越来越有效的方式。在这个框架下，本文的发展有三个主要目标：（i）进行绩效分析，以衡量科学产品在植入式广告中的可见性/影响（被引用最多的作者、期刊和主题），（ii）通过植入式广告研究的主题直观地呈现科学结构及其演变，以确定未来的研究方向，以及（iii）比较通用期刊和特定传播期刊的目标。为此，使用了网络科学引文索引中的资源。Scimat软件应用于1992年至2021年的694篇索引论文样本，这些论文包含8521次全球引用的“植入式广告”（其中176篇论文在通讯期刊上被索引，3190次引用）。我们的研究结果表明，记忆是一个关键的运动主题——未来的研究倾向于交流领域的新主题（即态度/行为或虚拟）。有三个行业是关键：酒精、烟草和食品。这项研究为之前的分析增加了价值，只要我们包括：（i）多学科方法；（ii）展开分析，严格关注传播期刊；以及（iii）纵向分析，以比较显示动态科学地图的不同时期。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business Communication Multiple-

CiteScore

7.70

自引率

14.30%

发文量

期刊介绍： The International Journal of Business Communication (IJBC) publishes manuscripts that contribute to knowledge and theory of business communication as a distinct, multifaceted field approached through the administrative disciplines, the liberal arts, and the social sciences. Accordingly, IJBC seeks manuscripts that address all areas of business communication including but not limited to business composition/technical writing, information systems, international business communication, management communication, and organizational and corporate communication. In addition, IJBC welcomes submissions concerning the role of written, verbal, nonverbal and electronic communication in the creation, maintenance, and performance of profit and not for profit business.