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How has scholarly research shaped the Internet advertising field since the mid 1990s? This study addresses that broad question with a bibliometric analysis of academic literature on Internet advertising. By examining most-cited authors and papers, as well as co-citation patterns, a general picture of the field can be drawn. This analysis sets a baseline that will enable future scholars to see where the field of Internet advertising research began and trace its shift over time.
Kim et al. (2008) studied this question.