Navigating the complexities of grounded theory research in advertising

Research output: Contribution to journalArticlepeer-review


Grounded theory is a well-established methodology within the social sciences and more recently within the field of advertising. This article looks at how it has been used in advertising research and in particular two key areas: the consumption of advertising and the world of advertising creatives. The article concentrates on common mistakes found in grounded theory papers submitted for publication in leading journals. It offers 10 important points for consideration that should help authors improve the quality of their research by avoiding such errors. The article concludes by suggesting potential areas of advertising where grounded theory may be applied in future research.


Original languageEnglish
Pages (from-to)61-70
JournalJournal of Advertising
Issue number1
Early online date8 Feb 2017
Publication statusE-pub ahead of print - 8 Feb 2017