A Narrative Review of LGBTQ+ Marketing Scholarship

奖学金 主流 社会学 叙述的 口译(哲学) 女同性恋 营销 公共关系 性别研究 政治学 业务 法学 哲学 语言学 计算机科学 程序设计语言
作者
Clifford Lewis,Michael Mehmet,Nina Reynolds
出处
期刊:Australasian Marketing Journal (amj) [SAGE]
卷期号:32 (3): 192-202 被引量:1
标识
DOI:10.1177/14413582241244486
摘要

Marketing research on LGBTQ+ people has increased over the past two decades, entering mainstream marketing discourse – aligning with greater societal acceptance. This paper provides a contemporary review of marketing scholarship on LGBTQ+ communities published in Q1, and Q2 ranked Scimago marketing journals. Taking a social justice lens, this review examined whose voices were represented and how those voices were represented. The finding suggests samples studied were skewed towards heterosexual samples and those from the Global North. Where LGBTQ+ samples have been included, these were predominantly gay men. Three theoretical perspectives were adopted: attitudes and identity, meaning and interpretation and critical perspectives. In addition, the focus of the studies centred on four main themes: LGBTQ+ imagery in advertising, consumer behaviour of LGBTQ+ people, brand positioning and LGBTQ+ as a consumer market segment. Based on the findings, future scholarship should consider nuancing the multidimensional nature of the LGBTQ+ markets and investigates LGBTQ+ consumers as individuals with real and unique needs in their own rights.
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