Gender and Advertising

A 50-Year Bibliometric Analysis

Bibliographic Data

ID21422790
AuthorsGülten Adali Aydin (0000-0002-7068-4482, Akdeniz University), Fatma Yardibi (0000-0001-8852-2708, Akdeniz University), Şükrü Aydın (0000-0002-9756-240X, Akdeniz University), İsmail Ayşad Güdekli (0000-0002-6599-8452, Akdeniz University), Emel ÖZDEMİR (0000-0002-5199-2236, Akdeniz University), Emel Aksoy (0000-0001-9536-4322, Akdeniz University), Sibel Hoştut (0000-0002-5372-1499, Akdeniz University, corresponding author)
Year2025
Volume54
Issue3
Pages411-431
Publication date2025-05-27
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Advertising (JOURNAL)
Journal identifiersISSN: 0091-3367 • E-ISSN: 1557-7805
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00913367.2024.2343291
OpenAlexW4396852208
LanguageEN
Citations received4
References cited109

This study aims to provide a comprehensive overview of the state of research on gender and advertising. For this, a bibliometric review of 2,735 research articles was conducted using performance analysis and science mapping techniques to provide valuable insights into publication trends and their relevance to various topics. Visualization of the network and in-depth bibliometric analysis on publications, authors, countries, references, and keywords were performed using CiteSpace and VOSviewer. The findings show that the scholarly literature on gender and advertising has grown exponentially in the last 50 years, especially since 2010, with triple-digit annual publications. The most prolific author is M. Eisend and the journals with the highest number of publications are Sex Roles, the Journal of Advertising, and the International Journal of Advertising. The topic is highly valued both within its field and across other disciplines, including psychology, education, health, and social sciences (economic, and political). A total of 91 countries have contributed to the literature, with the largest contribution from the United States. Brazil is currently experiencing a citation burst. The active keyword hotspots include mental health, social media, purchase intention, engagement, and portrayals

Advertising · Business · Consumer Behavior in Brand Consumption and Identification · Marketing and Advertising Strategies · Media, Gender, and Advertising · Psychology

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