A research paper by Jyothis Franklin, PhD scholar and Dr Jayasankar Ramanathan, Associate Professor, Marketing, IFMR GSB titled Understanding the Literature on Advertising Ethics Using Morphological Analysis, has been published in the Indian Journal of Marketing.
Abstract of the Paper
Purpose : This study reviews the literature on advertising ethics and identified research gaps to provide scope for future work.
Design/Methodology/Approach : The relevant literature was identified through a search of Scopus and Web of Science. The final sample of 174 articles was carefully read to determine dimensions and variants, which were used in morphological analysis to construct a cross-consistency matrix and obtain a comprehensive understanding of the domain of advertising ethics. The cross-consistency matrix was used to identify explored and unexplored areas of study.
Findings : A comprehensive morphological analysis framework, encompassing six dimensions and 27 variants of advertising ethics research was constructed, leading to the identification of 87 research gaps.
Practical Implications : Managers can use the MA framework as a guide for understanding advertising ethics and acting accordingly. Researchers can utilise the framework and the identified research gaps to extend the literature.
Originality/Value : This study is the first in the advertising ethics literature to construct a morphological analysis framework. A comprehensive literature search was undertaken by searching both Scopus and Web of Science databases.