Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal

Abstract

This article reviews papers published in the Australasian Marketing Journal (AMJ) from 2015 to 2022 (Issue 2). About 276 papers were considered in our analysis. Adopting text mining, we reveal the key terms associated with research published in AMJ over the last 6 years. We employ a topic modeling procedure to find 15 topics that have been featured in the Journal and to depict the trends in topics over time. For example, in 2021 and 2022, there has been a big increase in “Digital,” “Artificial Intelligence,” “Sustainability,” “Online Engagement,” and “Purchase Intention” topics, in line with the AMJ’s desire to capture the current industry and academic trends. A citation analysis shows the growth of articles and citations of papers published in AMJ and reveals some of the most cited papers. It is demonstrated that methodological articles are more likely to receive a high number of citations. We conclude by suggesting emerging topics and future research directions.

Brand approaches to diversity: a typology and research agenda

“…perpetuating stereotypes). Adding to the increasing number of studies arguing and calling for research expanding beyond surface-level integrations of diversity (Kipnis et al , 2021; Rosa-Salas and Sobande, 2022; Thaichon et al , 2022), we put forward a deeper level conceptualisation that considers multiple and intersectional identities in diversity initiatives and emphasises the importance of diversity integration extending across the marketing mix to avoid misrepresentation or superficially addressing diversity-related concerns.…”

“…Hence, synthesising this helps to understand how entry timing interacts with tokenism and intersectionality and contributes to variances in performance. Finally, researchers increasingly recognise that the influence of BATD goes beyond the brand; it can contribute to promoting a more inclusive, less segregated society, which these researchers argue should be a key intention of integrating diversity into marketing practices (Åkestam et al , 2017; Kipnis et al , 2021; Thaichon et al , 2022). To help extend this emerging perspective, we draw upon institutional logic theory as it can inform us how BATD influences the degree of scepticism and connectedness consumers to perceive and why brands must consider the implications of diversity initiatives for the benefit of the brand, the audience and society (Spry et al , 2021).…”

“…well-being, self-esteem and satisfaction; Hutcherson et al, 2008), which subsequently can generate brand success (Åkestam et al, 2017;Burgess et al, 2021). For all others, connectedness contributes to promoting a more inclusive, less segregated society (Åkestam et al, 2017), which scholars argue to be a key intention of integrating diversity into marketing practices (Thaichon et al, 2022). Institutional logic theory informs us how BATD influences the degree of scepticism and connectedness consumers to perceive.…”

“…Period care brand ModiBodi addressing society's concerns for accessibility by offering period underwear for people with physical disabilities), activism may not be an appropriate way to view such Brand approaches to diversity initiatives as they are not socio-politically motivated. As a result, researchers are encouraged to expand beyond limited investigations and theoretical exploration of diversity to reduce the ambiguity, gaps and inconsistencies limiting our understanding of diversity, its manifestations and outcomes (Kipnis et al, 2021;Thaichon et al, 2022).…”

“…Thirdly, the typology can serve as a starting point for understanding the consequences of BATD. Prior research notes that diversity in marketing practices can serve to achieve connection and, thus, unity and belongingness among consumers (Thaichon et al , 2022). In line with Åkestam et al (2017) and Liljedal et al (2020), we recognise audience connectedness as a hybrid logic measure of success (Spry et al , 2021).…”