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

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.