RT Journal Article
SR Electronic
T1 Instant Innovation: From Zero to Full Speed in Fifteen Years
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 72
OP 86
DO 10.2501/JAR-51-1-072-086
VO 51
IS 1 50th Anniversary Supplement
A1 Colin Campbell
A1 Michael Parent
A1 Kirk Plangger
A1 Gian M. Fulgoni
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/72.abstract
AB This paper considers the contributions of the Journal of Advertising Research to online research. The authors first identify those articles that contributed to the cumulative knowledge in this domain. A scoping review of the 1,930 papers published in the Journal yielded 126 papers that dealt with online research. Of these, 14 explicitly addressed issues with (and advantages of) online research. The authors summarize their findings, concluding that the Journal's foresight in this field has positioned it well for understanding and exploiting the Internet. The authors further posit that the cumulative tradition built will be pivotal in the field's evolution.