Green advertising: a hybrid literature review using citation and TCM analysis
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Date
2025-01
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Publisher
Emerald
Abstract
Given the multifaceted nature of research in green advertising (GA), it is critical to holistically review the extant literature to understand their contributions. This study aims to perform a hybrid literature review by combining citation analysis and a theory-context-method (TCM) framework to map the conceptual development of GA in the past three decades.
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Keywords
Management, Green advertising, Bibliometric analysis, Systematic literature review