Role of Culture in Consumer Marketing: Thematic Trajectories and Theoretical Roots

IF 1.5 Q2 COMMUNICATION
Jayesh Patel, Anuj Sharma, Yupal Shukla, Kallol Das
{"title":"Role of Culture in Consumer Marketing: Thematic Trajectories and Theoretical Roots","authors":"Jayesh Patel, Anuj Sharma, Yupal Shukla, Kallol Das","doi":"10.1177/09732586231205069","DOIUrl":null,"url":null,"abstract":"Culture has been considered the primary motivator affecting consumers’ decisions for years. Despite the importance of consumer culture, the systematic review of literature studying consumer culture is less and remains highly fragmented. This study uses a topic modelling approach to explore the role of culture in marketing literature to propose a way forward for future researchers interested in this domain. The study helps to synthesise cultural impact in marketing with a specific focus on dominant research topics and key themes, presenting clarity to the extant knowledge base. This study offers two potential contributions to the research community. First, this study demonstrates the application of structured topic modelling as a text analytics method that helps to report the evolution and thematic structure of this rapidly expanding domain. Second, the scientometric analysis in this study maps the conceptual structure of research with interconnected research themes hidden in this domain.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586231205069","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0

Abstract

Culture has been considered the primary motivator affecting consumers’ decisions for years. Despite the importance of consumer culture, the systematic review of literature studying consumer culture is less and remains highly fragmented. This study uses a topic modelling approach to explore the role of culture in marketing literature to propose a way forward for future researchers interested in this domain. The study helps to synthesise cultural impact in marketing with a specific focus on dominant research topics and key themes, presenting clarity to the extant knowledge base. This study offers two potential contributions to the research community. First, this study demonstrates the application of structured topic modelling as a text analytics method that helps to report the evolution and thematic structure of this rapidly expanding domain. Second, the scientometric analysis in this study maps the conceptual structure of research with interconnected research themes hidden in this domain.
文化在消费者营销中的作用:主题轨迹与理论根源
多年来,文化一直被认为是影响消费者决策的主要动因。尽管消费者文化非常重要,但研究消费者文化的系统性文献却较少,而且仍然非常零散。本研究采用主题建模法探讨了文化在营销文献中的作用,为今后对该领域感兴趣的研究人员提出了前进方向。本研究有助于综合文化在市场营销中的影响,重点关注主要研究课题和关键主题,使现有知识库更加清晰。本研究为研究界做出了两项潜在贡献。首先,本研究展示了结构化主题建模作为文本分析方法的应用,有助于报告这一快速扩展领域的演变和主题结构。其次,本研究中的科学计量学分析绘制了隐藏在该领域中相互关联的研究主题的研究概念结构图。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信