TY - JOUR
T1 - A Narrative Review of LGBTQ+ Marketing Scholarship
AU - Lewis, Cliff
AU - Mehmet, Michael
AU - Reynolds, Nina
PY - 2024/8
Y1 - 2024/8
N2 - 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.
AB - 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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U2 - 10.1177/14413582241244486
DO - 10.1177/14413582241244486
M3 - Article
SN - 1441-3582
VL - 32
SP - 192
EP - 202
JO - Australasian Marketing Journal
JF - Australasian Marketing Journal
IS - 3
ER -