Communication between Advertising Research and Other Disciplines: A Citation Analysis

廣告研究與其他學科的交流

林建煌(Chien-Huang Lin)

《Asia Pacific Management Review》 2卷1期 (1997/05) Pp. 1-12

https://doi.org/10.6126/APMR.1997.2.1.01

摘要

本研究運用引證分析來探討廣告研究與其他學門間的互相引證的形式。本研究主要係選取Journal of Advertising Research從1981至1990年這十年間所發表的文章作為取材分析的對象。本研究發現廣告研究扮演知識引入而非知識輸出的角色。本研究並發現廣告研究者對於跨學門間的意見交流有卓越貢獻。

並列摘要

This study employs citation analysis to assess the co-citation patterns between advertising research and other disciplines. Articles published in the Journal of Advertising Research in the years 1981-1990 were se1ected as the data base. The study finds that advertising research p1ays the role of knowledge borrower rather than knowledge contribuator, and suggests that advertising researchers increase interdisciplinary cross-fertilization of ideas.