Evolution of Advertising Theories: A Study of Citation Growth with Growth Curve Models
Stuart School of Business research presentation by: Harold L. Stuart Endowed Chair in Business Siva K. Balasubramanian and Zheng Zhou
Evolution of Advertising Theories: A Study of Citation Growth with Growth Curve Models
- Harold L. Stuart Endowed Chair in Business Siva K. Balasubramanian
- Zheng Zhou (Stuart Ph.D. Management Science ’20)
We focus attention on theories used by advertising scholars to advance theoretical or empirical insights. To identify theories/models defined as used, we focus attention on publications in the top five advertising journals (journal inception through 2020). Overall, 764 publications (out of a total of 8,032 publications during this period) were identified as using theories/models through a search focused on the titles, abstracts and keywords. Furthermore, this search process identified 398 theories/models that were used by scholars to advance theoretical and empirical research.
Using citation data for the used theories/models in these top five advertising journals, we estimate linear and quadratic latent growth curve models with or without time-varying or time-invariant covariates. Preliminary analyses based on 73 of the 398 identified theories are presented.
All Illinois Tech faculty, students, and staff are invited to attend.
The Friday Research Presentations series showcases ongoing academic research projects conducted by Stuart School of Business faculty and students, as well as guest presentations by Illinois Tech colleagues, business professionals, and faculty from other leading business schools.