(Universitas Hasanuddin, Indonesia)(2) Aslam Azis
(Universitas Hasanuddin, Indonesia)(3) Hadziratul Qudsyah Kasim
(Universitas Hasanuddin, Indonesia)(4) Hikmah Ramadhani
(Universitas Hasanuddin, Indonesia)(5) Alem Febri Sonni
(Universitas Hasanuddin, Indonesia)*corresponding author
AbstractPenelitian ini bertujuan untuk memetakan perkembangan dan tren penelitian mengenai iklan natif dalam media jurnalistik melalui pendekatan analisis bibliometrik. Iklan natif merupakan strategi pemasaran digital yang mengadopsi format editorial media sehingga berpotensi memengaruhi integritas jurnalistik dan kepercayaan audiens. Data penelitian diperoleh dari artikel ilmiah yang terindeks Scopus pada periode 2014–2024. Analisis dilakukan menggunakan perangkat lunak VOSviewer untuk mengidentifikasi pola publikasi, jaringan sitasi, kolaborasi peneliti, serta tema-tema dominan dalam kajian iklan natif. Hasil penelitian menunjukkan peningkatan signifikan jumlah publikasi pada periode 2019–2021, dengan Amerika Serikat sebagai negara dengan kontribusi dan tingkat sitasi tertinggi, sementara tema penelitian berfokus pada dampak iklan natif terhadap transparansi media, persepsi audiens, dan keberlanjutan model bisnis media. Temuan juga mengindikasikan bahwa sebagian besar audiens masih mengalami kesulitan dalam mengenali iklan natif sebagai konten komersial meskipun telah diberi label, sehingga menimbulkan persoalan etis. Penelitian ini mengidentifikasi kesenjangan riset terkait dampak jangka panjang iklan natif terhadap independensi editorial dan kualitas demokrasi. Secara keseluruhan, studi ini memberikan kontribusi empiris bagi pengembangan kajian komunikasi dan media, serta menjadi dasar bagi perumusan kebijakan yang menyeimbangkan kepentingan ekonomi dan tanggung jawab sosial media. KeywordsIklan Natif, Media Jurnalistik, Analisis Bibliometrik, Integritas Jurnalistik, Dampak Etis
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DOIhttps://doi.org/10.31604/jips.v13i2.2026.559-572 |
Article metrics10.31604/jips.v13i2.2026.559-572 Abstract views : 0 | PDF views : 0 |
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