Inclusive Marketing Communication with Specific Reference to LGBTQ: A Review of Literature and Directions for Future Research

Abstract

The purpose of this study is to explore the existing literature on how inclusive marketing communication targets LGBTQ individuals (lesbian, gay, bisexual, transgender and queer). This study has used SLR and bibliometric analysis to gain in-depth understanding of the topic. Data were extracted from Scopus database as it is one of the most widely used databases across the world and a total of 174 papers qualified the criteria. The findings of this study stated important insights on information like country collaborations, growth of topic undertaken across years, trending topics and so on. Clusters were also identified which helped in identifying trending topics and area of studies which yet needs to be focused. Moving forward, this study compiled all the information to identify future research gaps and implications for academicians as well as practitioners. It is among the few studies which have explored the importance of inclusive marketing specially focusing on LGBTQ individuals. This study has suggested agendas for future advertising research. Also, with evolving role of inclusive marketing, organizations need to re-think and re-position themselves in the market to survive; hence, this study also provides future research agendas for practitioners to understand global trends of consumer behaviour.