Beschreibung:
This study presents a thorough and systematic analysis of political advertising research to chart the thematic progression of political advertising literature. This study further aims at helping academics, industry, and society understand the current state of political advertising while recommending suggestions for future research. The Web of Science (WoS) database synthesized 413 research articles related to political advertising. The network and bibliometric analysis are used to find the most prestigious journals, authors, universities, and research work to capture information about developing challenges and charting the growth of political advertising research. The study identifies three primary clusters of political advertising research: (1) the communication medium used for political advertising, (2) the role of content, tone, and ad exposure in political advertising, and (3) political advertising effectiveness. This article highlights the existing research knowledge gaps and proposes vital future research questions towards the end