Trends of puffery in advertising – a bibliometric analysis

Abstract

Purpose The purpose of this paper is to quantitatively assess the essential trends of existing research on “puffery in advertising” through bibliometric analysis. Design/methodology/approach This study uses citation data collected through Scopus and Google Scholar for the research area “puffery in advertising” to investigate the most productive journals, top countries of affiliation and prominent years with maximum citations. The study analyses the 87 articles related to “puffery in advertising,” published during 1840 to 2018. Moreover, this study also presents graphical analysis through network maps. Findings “Puffery in advertising” has remained an under-researched area. However, records of past ten years indicate marginal growth in the number of publications. USA dominates this research area with most numbers of articles published till date. Through clustering of subject areas, it is found that majority of articles have been published under the subject area of “Business, Management and Accounting.” Interestingly, the results of the network maps slightly differ from that of citation table. Practical implications This paper is useful for any reader or researcher who wants to understand the trends of “puffery in advertising” in terms of citation analysis, authors and affiliation countries, and prominent years with maximum citations, which would further enable them to discover emerging research areas, potential research collaborations and publications. Originality/value To the knowledge of the authors, this is the first ever bilbiometric study on “puffery in advertising” providing a bird’s-eye view of the essential trends.

Emerging trends in the literature of value co-creation: a bibliometric analysis

“…A rigorous bibliometric analysis has been carried out for this study with an aim to address all the pre-defined research questions. Bibliometric analysis manifests interconnections among the articles in respect of the frequency with which an article is cited and co-cited by other articles (Apriliyanti and Alon, 2017; Punjani et al , 2019). The following techniques of bibliometric analysis have been adopted for this study: citation analysis , co-citation analysis and co-occurrence of author keywords .…”

A systematic review of responsiveness to develop future research agenda: a TCCM and bibliometric analysis

“…Bibliometric analysis has been used to analyze the literature to obtain a static, systematic and transparent flow of the research and to obtain a holistic picture of responsiveness. The chronological patterns of publication can be derived from the structural study like bibliometric analysis (Saha et al, 2020;Punjani et al, 2019). It also helps in the identification of significant authors, institutions, countries, sources and keywords researched in a particular area (Singh and Dhir, 2019).…”

Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth

“…Moreover, multiple studies in the past have reported significant relationship among advertising puffery and believability of consumers on such ads (Toncar and Fetscherin, 2012;Cowley, 2006;Haan and Berkey, 2002;Kamins and Marks, 1987;Wyckham, 1987;Rotfeld and Preston, 1981;Rotfeld and Rotzoll, 1980;Olson and Dover, 1978;Cunningham and Cunningham, 1977). However, as reported by Punjani et al (2019), majority of the previous studies on advertising puffery have been conducted in the western world, and only a few have brought forth an Asian perspective. In addition, the bibliometric study also highlighted about less attention being paid to determine the influence of advertising puffery toward the low involvement products.…”