Evaluation of Research Outputs Focused on the Effectiveness of Advertisements in the Health Field

The experience of different countries around the world during the coronavirus pandemic confirmed the importance of advertising as a tool to change people's attitude and behavior. On this basis and in terms of the exorbitant costs of advertising, the issue of the effectiveness of advertising, especially in the field of health, has attracted the attention of managers and decision makers of countries as well as researchers. Therefore, the purpose of this research is to examine published international research on the effectiveness of advertising in the field of health in order to gain comprehensive insight. The present descriptive-analytical research with a scientometrics approach and using the method of synonym analysis and network analysis examines 438 articles indexed on the Web of Science database between 1970 and 2022. Data analysis using Vos Viewer software shows that the spring of 2021 is the cradle of research conducted on the effectiveness of advertising in the field of health and America. The wide range of keywords chosen by researchers in their articles, which means the comprehensiveness of research in this field, as well as the scientific cooperation of different countries around the world and the reception of first-rate journals in medical sciences, along with top business journals, show the common concern of researchers in an interdisciplinary field and the birth of clusters. It is new science. Acquiring a comprehensive insight in the field of scientific research acts as a beacon for future researchers, especially in the field of health, and spends advertising costs that have a significant contribution to the health budget of countries, along with research costs, brings it closer to effectiveness.