Why we need better measures of research impact in advertising: Considerations for best practices to expand research’s reach

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

Editor’s Note

It is standard practice in research journals for authors to cite previously published articles as a way of either judging or building on earlier research. How those citations are managed and eventually counted as having an impact on knowledge in advertising, however, is inconsistent, Professor Shelly Rodgers observes in this Speaker’s Box. Not all citations are equal; they have different physical and structural characteristics. Understanding citation dimensions, Rodgers proposes, may help clarify the development of knowledge in the advertising field. Differences in patterns of citations can be explored across different advertising research areas, countries, and authors, and this...

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