Model of Advertising Practitioner Scholarship (MAPS): A Scoping Review of Research on Advertising Practitioner Viewpoints
这篇范围综述梳理了456篇研究广告从业者观点的文献，提出了一个包含社会、行业/组织、个人和讯息四个因素的框架（MAPS），帮助学者理解从业者知识并拓展研究主题。
Practitioner knowledge is fundamentally different from academic knowledge. Scholars across many disciplines study advertising practitioners to bring understanding of real-world practice to academia. This study implements a multi-disciplinary scoping review of the extensive body of research (N = 456 articles) that garners viewpoints from advertising practitioners. It distills the existing literature and offers a theoretically grounded framework, the model of advertising practitioner scholarship (MAPS), which organizes 20 characteristics based on four factors: societal, industrial/organizational, individual, and message. We also examine the theories, contexts (e.g., journals), methods, and sampling techniques commonly implemented in research about advertising practitioners. The study sheds light on the distribution of existing research to promote greater exploration of practitioner viewpoints and broaden the topics of consideration for advertising scholarship.