1990년 창간호부터 2014년 25권5호까지의 내용분석과 연구동향

초록

This study appraised research trends in the Korean Journal of Advertising by content-analyzing a total of 1,197 research articles published in the 25 years from 1990 to 2014. The findings showed that about 80% of the researchers’ academic majors were advertising, marketing, or journalism and communication. Also, there was an increasing number of co-authored studies. The most popular research topic was ‘advertising and consumer behavior’, followed by ‘advertising creativity’, and ‘advertising media-non-traditional media’. In terms of research methods, quantitative research including surveys and experiments outnumbered qualitative research (70% vs. 30%) and the analysis of variance (ANOVA) was the most frequently used statistical method, followed by frequency/ratio analysis, t-test, factor analysis, and regression analysis. The average number of references per article was 38.3 and foreign references were used 27% more than Korean references. The number of articles using a convenience sample was dominant and university students were most used sample group participants. The study closes with suggestions for future research directions of the Korean Journal of Advertising

키워드