Effects of Political Advertising - A Research Agenda

In the present era of digital revolution, political advertising has led to the transformation of political communication thereby altering the relationship between a political leader and their involvement with the electorates. Thus the purpose of this paper is to: 1) organize, synthesize and systematize the scholarship on the effects of political advertising and 2) to provide directions for future research. As part of this purpose, the paper also develops a conceptual framework that synthesizes the literature on the effects of political advertising. The authors of the paper review theoretical and empirical journal articles published from 1999 to 2019 within the Australian Business Deans Council (ABDC) Journal Quality List as of 2019 in the A* and A category. Selected journal articles on the effects of political advertising were subsequently studied for further insights. The field of political advertising is quite diverse and fragmented and has evolved over the last two decades. This paper identifies key academic articles, significant theoretical and methodological approaches that exist in the political advertising literature. The findings also highlight themes for future research. This research summarises the present state of political advertising literature and identifies key issues that need to be researched in the future