What is it about?

Marketers frequently use Puffery (exaggeration) in advertising to grab customers' attention and researchers have studied its impact through different perspectives. This is the first ever bilbiometric study on “puffery in advertising” providing a bird’s-eye view of the essential trends, which will be useful to analyse diverse findings, and discover emerging research areas, potential research collaborations & publications.

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Why is it important?

“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.

Perspectives

We hope this article will interest reader or researcher who wants to understand the trends of “puffery in advertising” for the period of 1840 to 2018, published in various quality journals from different parts of the world.

Krunal Punjani

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This page is a summary of: Trends of puffery in advertising – a bibliometric analysis, Benchmarking An International Journal, July 2019, Emerald, DOI: 10.1108/bij-01-2019-0022.
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