广告研究中的计算内容分析

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2024-10-15 DOI:10.1080/00913367.2024.2407642

Mojtaba Barari, Martin Eisend

引用次数: 0

摘要

计算内容分析（CCA）在广告研究领域大受欢迎。尽管取得了进步，但这一领域仍缺乏全面的方法论指南，这就需要对这一领域进行更深入的研究。

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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Computational Content Analysis in Advertising Research

Computational content analysis (CCA) has experienced a surge in popularity in the field of advertising research. Despite advancements, a comprehensive methodology guide in this area is lacking, pre...

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.