To read this content please select one of the options below:

Trends of puffery in advertising – a bibliometric analysis

Krunal K. Punjani ( Symbiosis International (Deemed University) , Pune, India ) (Dr V.N. Bedekar Institute of Management Studies, Thane, India )
V.V. Ravi Kumar (Symbiosis Institute of Business Management, Symbiosis International (Deemed University) , Pune, India )
Sanjeev Kadam ( Symbiosis International (Deemed University) , Pune, India ) ( Amity University , Mumbai, India )

Benchmarking: An International Journal

ISSN: 1463-5771

Article publication date: 9 August 2019

Issue publication date: 20 September 2019




The purpose of this paper is to quantitatively assess the essential trends of existing research on “puffery in advertising” through bibliometric analysis.


This study uses citation data collected through Scopus and Google Scholar for the research area “puffery in advertising” to investigate the most productive journals, top countries of affiliation and prominent years with maximum citations. The study analyses the 87 articles related to “puffery in advertising,” published during 1840 to 2018. Moreover, this study also presents graphical analysis through network maps.


“Puffery in advertising” has remained an under-researched area. However, records of past ten years indicate marginal growth in the number of publications. USA dominates this research area with most numbers of articles published till date. Through clustering of subject areas, it is found that majority of articles have been published under the subject area of “Business, Management and Accounting.” Interestingly, the results of the network maps slightly differ from that of citation table.

Practical implications

This paper is useful for any reader or researcher who wants to understand the trends of “puffery in advertising” in terms of citation analysis, authors and affiliation countries, and prominent years with maximum citations, which would further enable them to discover emerging research areas, potential research collaborations and publications.


To the knowledge of the authors, this is the first ever bilbiometric study on “puffery in advertising” providing a bird’s-eye view of the essential trends.



Punjani, K.K., Ravi Kumar, V.V. and Kadam, S. (2019), "Trends of puffery in advertising – a bibliometric analysis", Benchmarking: An International Journal, Vol. 26 No. 8, pp. 2468-2485.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles