Jyothis Franklin, PhD scholar, IFMR GSB has presented a research paper titled ‘A Bibliometric Study of the Literature on Advertising Ethics’ co-authored with Dr Jayasankar Ramanathan, Associate Professor, Marketing, IFMR GSB at the American Marketing Association (AMA) Winter Academic Conference 2025 (Virtual) on 10 February, 2025.
Abstract:
This study aims to analyse the research impact, key trends and current state of knowledge in advertising ethics through bibliometric analysis. By examining 233 relevant articles, the study evaluates publication patterns, authorship trends and knowledge structures. It identifies influential works, contributions and evolving trends in the domain. This study guides managers in developing ethical guidelines for advertising campaigns by mapping the evolution of advertising ethics since its inception. The study is the first to employ a quantitative method to map out the relevant literature on advertising ethics.
