Mapping the Landscape of International Advertising: A Bibliometric Review
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Abstract
Purpose – This study maps the research performance, intellectual structure, and thematic development of international advertising scholarship to identify persistent debates, research gaps, and opportunities for theoretical renewal.
Methodology – Guided by the PSALSAR framework, the study reviews 208 English-language journal documents indexed in Scopus and retrieved on April 28, 2024. Performance analysis examines publication trends and leading contributors, journals, and countries. Science mapping employs bibliographic coupling and author-keyword co-occurrence analysis using VOSviewer, supported by qualitative interpretation of thematic clusters.
Findings – International advertising research remains anchored in three established perspectives: standardization, adaptation, and contingency. Bibliographic coupling identifies six thematic clusters, while keyword co-occurrence analysis reveals five, highlighting consumer responses, cultural influences, cross-cultural comparisons, and social media. Research output is geographically concentrated, particularly in the United States. The findings indicate opportunities to renew established debates through digital communication research and investigations in underrepresented markets.
Practical implications – The synthesis suggests that international advertisers should balance consistent global brand positioning with culturally responsive campaign execution. Local consumer insights and social media engagement can inform decisions about which advertising elements to standardize or adapt across markets.
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