Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/34736
Autoria: Figueiredo e Silva, A.
Loureiro, S. M. C.
Editor: Demetris Vrontis
Yaakov Weber
Evangelos Tsoukatos
Data: 2024
Título próprio: LGBTQ-themed advertising: A bibliometric analysis
Título e volume do livro: 17th Annual Conference of the EuroMed Academy of Business: Conference Readings: Book Proceedings
Paginação: 821 - 824
Título do evento: Global Business Transformation in a Turbulent Era
Referência bibliográfica: Figueiredo e Silva, A., & Loureiro, S. M. C. (2024). LGBTQ-themed advertising: A bibliometric analysis. In D. Vrontis, Y. Weber, & E. Tsoukatos (Eds.), 17th Annual Conference of the EuroMed Academy of Business: Conference Readings: Book Proceedings (pp. 821-824). EuroMed Press. http://hdl.handle.net/10071/34736
ISSN: 2547-8516
ISBN: 978-9925-628-01-8
Palavras-chave: Estudos LGBTQ -- LGHTQ studies
Bibliometric analysis
Advertising
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Resumo: In the past five decades, researchers from a wide variety of disciplines such as marketing, psychology, sociology, and health have produced relevant documents on advertising targeting LGBTQ consumers. Nevertheless, it resulted in fragmented knowledge that creates a real challenge for researchers in tracing the evolution of the research focus. This focus has moved from the debate on how to present gay imagery to the comparison of mainstream and gay window ads, and later to the analysis of the effects of advertising targeting LGBTQ consumers, considering the gender of participants and actors. More recently, the research focused on the measure of attitudes toward advertising and homosexuality (Gong, 2019; Oakenfull et al., 2008; Puntoni et al., 2011) and processing advertising information (Bhat et al., 1998). We apply bibliometric analysis to enhance the understanding of advertising targeting LGBTQ consumers. We aim to uncover research trends by closely examining thematic clusters, assessing the maturity of the research topic, and suggesting potential directions for future studies.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-CRI - Comunicações a conferências internacionais

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