Understanding the Literature on Advertising Ethics Using Morphological Analysis
Authors
- Jyothis Maria Franklin Ph.D Scholar (Corresponding Author), IFMR Graduate School of Business, Krea University, 5655 Central Expressway, Sri City - 517 646, Andhra Pradesh
-
Jayasankar Ramanathan
Associate Professor, IFMR Graduate School of Business, Krea University, 5655 Central Expressway, Sri City - 517 646, Andhra Pradesh
https://orcid.org/0000-0003-1494-9877
DOI:
https://doi.org/10.17010/ijom/2025/v55/i7/175201Keywords:
advertising ethics, morphological analysis, cross-consistency matrix, dimensions, research gaps.Publication Chronology: Paper Submission Date : September 25, 2024 ; Paper sent back for Revision : March 22, 2025 ; Paper Acceptance Date : June 15, 2025 ; Paper Published Online : July 15, 2025
Abstract
Purpose : This study reviewed the literature on advertising ethics and identified research gaps to provide scope for future work.
Design/Methodology/Approach : The relevant literature was identified through a search of Scopus and Web of Science. The final sample of 174 articles was carefully read to determine dimensions and variants, which were used in morphological analysis to construct a cross-consistency matrix and obtain a comprehensive understanding of the domain of advertising ethics. The cross-consistency matrix was used to identify explored and unexplored areas of study.
Findings : A comprehensive morphological analysis framework, encompassing six dimensions and 27 variants of advertising ethics research was constructed, leading to the identification of 87 research gaps.
Practical Implications : Managers can use the MA framework as a guide for understanding advertising ethics and acting accordingly. Researchers can utilize the framework and the identified research gaps to extend the literature.
Originality/Value : This study is the first in the advertising ethics literature to construct a morphological analysis framework. A comprehensive literature search was undertaken by searching both Scopus and Web of Science databases.
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