A Bibliometric Analysis of Meaningful Marketing: A Systematic Review of Global Trends, Leading Contributors, and Thematic Evolution
Abstract
In an era of socio-cultural change, ecological complexity, and evolving consumer expectations, traditional transactional marketing models are increasingly viewed as ethically and emotionally limited. Meaningful marketing has emerged in response, emphasizing value co-creation through ethical engagement, emotional resonance, and social responsibility. Despite growing interest over the past two decades, the field remains fragmented, lacking a consolidated intellectual structure, shared vocabulary, and comprehensive bibliometric mapping. This study presents a systematic bibliometric analysis of 104 Scopus-indexed publications on meaningful marketing from 2005 to 2025, using Bibliometrix, VOSviewer, and CiteSpace to examine citation patterns, conceptual clusters, international collaborations, and thematic evolution. The findings reveal a marked rise in publications after 2015, reflecting increasing scholarly and practical recognition. Research spans ethical branding, purpose-driven innovation, sustainability, and brand authenticity, yet lacks theoretical cohesion. The United States, Australia, India, and the United Kingdom lead in contributions, while international collaboration remains limited. The field’s development follows three phases: emergence (2005–2010), consolidation (2011–2018), and rapid growth (2019–2024). This study maps the intellectual structure of meaningful marketing, highlights key knowledge gaps, and offers strategic directions for future research. It underscores the need for stronger international collaboration, interdisciplinary integration, and cohesive theoretical development to establish meaningful marketing as a mature research domain.
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References
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