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Advertising during the COVID-19 Pandemic: Trends and Theoretical Developments

Author

Listed:
  • Usama Najam

    (Department of Business Administration, Air University, Islamabad 44000, Pakistan)

  • Raza Ali

    (Institute of Management Sciences, Bahauddin Zakariya University, Multan 60800, Pakistan)

  • Umar Burki

    (USN School of Business, University of South-Eastern Norway, Vestfold Campus, 3184 Borre, Norway
    Department of Business Administration, Oslo New University College, 0456 Oslo, Norway)

Abstract

This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analysis techniques and employed the VOS viewer to present visualizations. Our findings provide valuable insights into how the COVID-19 pandemic altered advertisers and researchers’ perspectives on advertisement content and message strategies. We also explore the application of diversified theoretical lenses to our research on advertisements during the pandemic.

Suggested Citation

  • Usama Najam & Raza Ali & Umar Burki, 2023. "Advertising during the COVID-19 Pandemic: Trends and Theoretical Developments," Administrative Sciences, MDPI, vol. 13(7), pages 1-18, July.
    • Handle: RePEc:gam:jadmsc:v:13:y:2023:i:7:p:170-:d:1201335
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    References listed on IDEAS

    as
    1. Iasmina Petrovici & Simona Bader & Corina Sirb, 2020. "Social Responsibility in Romanian Advertising during State of Emergency," Postmodern Openings, Editura Lumen, Department of Economics, vol. 11(4), pages 366-380, December.
    2. Nai-Ying Ko & Wei-Hsin Lu & Yi-Lung Chen & Dian-Jeng Li & Yu-Ping Chang & Chia-Fen Wu & Peng-Wei Wang & Cheng-Fang Yen, 2020. "Changes in Sex Life among People in Taiwan during the COVID-19 Pandemic: The Roles of Risk Perception, General Anxiety, and Demographic Characteristics," IJERPH, MDPI, vol. 17(16), pages 1-15, August.
    3. Ali, Raza & Lynch, Richard & Melewar, T.C. & Jin, Zhongqi, 2015. "The moderating influences on the relationship of corporate reputation with its antecedents and consequences: A meta-analytic review," Journal of Business Research, Elsevier, vol. 68(5), pages 1105-1117.
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