Instant Innovation : From Zero to Full Speed in Fifteen Years

This paper considers the contributions of the Journal of Advertising Research to online research. The authors first identify those articles that contributed to the cumulative knowledge in this domain. A scoping review of the 1,930 papers published in the Journal yielded 126 papers that dealt with online research. Of these, 14 explicitly addressed issues with (and advantages of) online research. The authors summarize their findings, concluding that the Journal’s foresight in this field has positioned it well for understanding and exploiting the Internet. The authors further posit that the cumulative tradition built will be pivotal in the field’s evolution