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.

Keywords

emerging research trend marketing Australasian Marketing Journal Australian and New Zealand Marketing Academy

Overview

The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic, international peer-reviewed journal aiming to disseminate leading studies in marketing among researchers, students, educators, scholars, and practitioners. It has been almost 30 years since AMJ publish its first issue in 1993 (AMJ, 2021). We take this opportunity to reflect on recent trends and changes that have been occurring. On this basis, this paper aims to identify some meaningful future research directions.

We reviewed articles published within the AMJ from 2015 to 2022 (Issue 2). We chose this period to pinpoint and showcase the latest trends of new research in the AMJ. We adopted a Latent Dirichlet allocation (LDA) approach to uncover similar topics in published papers and map the distribution of topics over time (X. Wang et al., 2015). We have divided and identified 15 topics and associated keywords that reflect the latest research trends since 2015. The current paper will showcase (1) the growth and citations of articles of the AMJ, (2) key topics and associated key phrases, and (3) changes in topic popularity over time. These combined insights thus provide in-depth research trends and ideas for both academics and practitioners.

Growth of articles and citations of the Australasian Marketing Journal

This section reviews the growth of articles and citations in the Australasian Marketing Journal (AMJ). In particular, this section captures the historical perspective of articles published per year and their citations. The data used in this analysis include all articles published in AMJ from 2015 to 2022 (Issue 2) and were collected from the Thomson Reuters Web of Science database. After removing editorials and early access articles that have not been paginated to an issue, a total of 276 papers remained for the final analysis.

The citations from the articles published in 2015 have grown rapidly since 2017 or approximately 2 years after they first became available online (Harrigan et al., 2015; Jarratt and Ceric, 2015; Woodside, 2015). The number of papers published over the years with an average of approximately 50 papers per year within four issues. Similarly, a high level of demand for research can be reflected in the number of citations. For example, Vahdat et al. (2021) at 81 citations, Bu et al. (2021) at 49 citations, Steinhoff and Palmatier (2021), as well as Quach et al. (2021) at 10 citations. The number of citations may not seem high at first, but this is a good start considering these papers have just been published in Issue 2 of 2022 and have been available for less than a few months. This is evidence of timely and relevant topics from the academic and practitioner perspective.

On the other hand, commentary papers, especially those about methodology, also attracted a high level of interest. For example, Hayes et al. (2017) received over 700 citations for their commentary article on PROCESS versus structural equation modeling. A few recent papers with more than 500 citations are such as Sarstedt et al. (2019) who explain how to evaluate the results of higher-order constructs in PLS-SEM using the repeated indicators and the two-stage approaches. Others high recent articles with approximately 100 citations are such as Buyucek et al. (2016), Lee and Lee (2015), McCarthy and Liu (2017), Pomering (2017), and Tan et al. (2016).

The popularity of key phrases

We created word clouds for easy identification of general topic popularity during the periods of observation using NVivo. Figure 1 indicates the 7 periods of observation 2015, 2016, 2017, 2018, 2019, 2020, 2021, 2022, and between 2015 and 2022. A word cloud allows noun phrases that have occurred with a greater frequency to have greater size. It is interesting to see that “Consumer” was the most common noun in 2016, 2017, 2020, 2022, and in general between 2015 and 2022. “Consumer” was also popular in 2019 and 2021. This could reflect the fact that consumers are a central subject of investigation in many research studies in AMJ. There has been a high demand for research around consumer behavior, and attitudes, for example, customer satisfaction, trust and loyalty of repeat online consumers (Moriuchi & Takahashi, 2016), brand attribute and emotional consumer-brand relationship (Pourazad et al., 2019), and transformation of customer loyalty (Quach et al., 2019).

Figure 1.

Word cloud of the 40 most common noun phrases in AMJ, 2015 to 2022 Q2.

In 2015, other common noun phrases are “relationship,” “advertising,” “trust,” “resources,” and “cultural.” A study in the relationship between e-lifestyle and Internet advertising avoidance by Koshksaray et al. (2015), and how relationship conditions affect suppliers’ resource inputs by Baxter and Kleinaltenkamp (2015) were among the relevant examplar studies. In 2016, “retail,” “performance,” “impact,” “intention,” “product,” and “purchase” are among the more frequent noun phrases, prompting retail research (Kennedy et al., 2016; Kim & Takashima, 2016) such as the effect of reference groups on purchase intention (Hoonsopon & Puriwat, 2016), retail marketing (Parsons & Descatoires, 2016), and consumer evaluation of retail brands and impact on consumer loyalty intentions (Dwivedi & Merrilees, 2016).

“Brand” seems to be the most popular in 2021 (H. Nguyen et al., 2021; Phau et al., 2021; Workman & Lee, 2021) and 2022 (Hoang, 2022; S. Wang & Japutra, 2022). Brand is also the second most popular noun phrase after “Consumer” in 2017 (Kumar & Polonsky, 2017) and “Students” in 2018 (Spanjaard et al., 2018). This was the year that the research in branding has become more relevant. Many manuscripts were focusing on branding aspects such as brand loyalty (Graham et al., 2017), brand image (Stocchi et al., 2017), brand extension (Butcher et al., 2017), and brand use (East et al., 2017). In 2019, “Brand” has become the most common noun phrase. This reflects the strong growth of research in branding in these 3 years. Nevertheless, some of the less common noun phrases between 2015 and 2019 are “Business,” “Model,” “Management,” and “Performance.” These words indicate that there are still some further interests in research around firm performance (Delaney et al., 2016), business management (Levin et al., 2018), and business model (Kremez et al., 2019).

“Social” has become more common in 2020. In addition, “Social” has developed into the most common noun phrase in 2021 along with “Digital” and “Engagement.” This demonstrates a shift to focus on currents and future technologies (Herjanto et al., 2021) such as social media (P. Wang & McCarthy, 2021), online relationship quality (Khodabandeh & Lindh, 2021), and corresponding online customer behavior that is increasingly plays a major role in marketing (Thaichon et al., 2021). Besides, a commentary by Steinhoff and Palmatier (2021) also highlights insights into the opportunities and challenges of technology in relationship marketing. Some other studies that aim to explore new technology in marketing were Robertson et al. (2021) and Vahdat et al. (2021).

On the other hand, researchers also attempt to apply new technology in their research methods such as Neuroscience (Hamelin et al., 2021). Artificial intelligence (AI) in marketing is another strong research trend in 2021 and 2022 (Bakpayev et al., 2022; Feng et al., 2021; Paschen et al., 2021). For instance, AI in retail (Oosthuizen et al., 2021), and Al-enabled recruiting (van Esch et al., 2021). Last but not least, “Sustainability” is another research of focus in 2021 and 2022 (Bolton, 2022; W. M. Lim, 2022; Ramirez & Tajdini, 2022). This can be observed in a number of studies such as green advertising for the sustainable luxury market (D. J. Lim et al., 2021), sustainability in sharing economy (Vincent & Gaur, 2021), and sustainable development goals (Rosenbloom, 2022).

Topic modeling

Research topics in AMJ

Based on the foregoing discussion from the growth of articles and citations of the Australasian Marketing Journal in the previous section and some key phrases, this section presents the growing interest in some popular topics and how they change over time. Using the Latent Dirichlet Allocation (LDA) topic modeling approach, we have identified 15 topics (Figures 2 and 3). Our text mining of all the abstracts from 2015 to Issue 2 in 2021 produced a list of the top phrases associated with every topic. We detailed the 10 most representative words for each topic which are shown in Figure 2. The level of representativeness of the word in relation to the topic can be assessed by the size of the horizontal bar. The longer the bar, the more likely the word appears in studies about that topic. We assigned the name for each of the 16 topics that were identified by our model based on their most representative terms. For example, Topic 1 is “Consumption and sustainability,” Topic 2 is “Business education and training,” and Topic 3 is “Behavioral models.” Figure 3 provides a Word cloud of the top words that have occurred within a specific topic. A greater frequency is depicted by larger font size and marked by different colors. This approach can enable researchers to understand the current research trends in the past few years as evident by the published articles.

Figure 2.

The representativeness of terms within each topic.

Figure 3.

Word cloud of the representativeness of terms within each topic. Topic 1 (consumption and sustainability). Topic 2 (business education and training). Topic 3 (behavioral models). Topic 4 (service marketing). Topic 5 (food marketing). Topic 6 (advertising). Topic 7 (branding). Topic 8 (online engagement). Topic 9 (purchase intention). Topic 10 (green management and innovation). Topic 11 (retail strategy). Topic 12 (culture and advertising). Topic 13 (retail resources). Topic 14 (firm performance). Topic 15 (trust).

Consistent with our previous analysis, a large number of noun phrases and keywords were around exploring and solving issues in customer behavior, customer satisfaction, trust, and loyalty of repeat online consumers. For instance, “Topic 1 (Consumption and sustainability),” “Topic 3 (Behavior models),” “Topic 7 (Branding),” “Topic 8 (Online engagement),” and “Topic 9 (Purchase intention).” In particular, “Topic 1 (Consumption and sustainability)” shows some relevant noun phrases such as sustainability, review, risk, and understanding. These keywords are around understanding customer buying and consumption behavior. For instance, Tan et al. (2016) investigate the barriers to green consumption behaviors; Septianto and Lee (2020) examine the role of emotions in managing plastic consumption; and Mishra et al. (2016) investigate the impact of consumption emotions on word of mouth. Similarly, “Topic 8 (Online engagement)” refers to customer online behavior, which has been a topical area in marketing. This is reflected in research about understanding customer experience and online reviews (Robertson et al., 2021), and customer adoption of online technologies (Erdogmus et al., 2021). On the other hand, “Topic 9 (Purchase intention),” “Topic 13 (Retail resources),” and “Topic 15 (Trust)” centers on determinants of relationship quality and relationship outcomes. Some of them also focus on B2B relationships such as managing supplier satisfaction (Schiele et al., 2015), managing suppliers’ resource inputs (Baxter & Kleinaltenkamp, 2015), as well as business relationships and resource mobilization (Corsaro, 2015).

The next major themes include topics about firm performance, business management, choice, policy, and supplier, including “Topic 14 (Firm performance),” “Topic 10 (Green management and innovation,” and “Topic 11 (Retail strategy).” “Topic 14 (Firm performance)” involves choice, system, change, and policy. Others investigate the impacts of new business approaches, for instance, a technology-enabled approach to situated customer experience (Chylinski et al., 2020), a social marketing approach (Duffy et al., 2020), and integrating webrooming into business practice (Jain & Shankar, 2021) all of which are examples of “Topic 11 (Retail strategy).” Another aspect of business management is “Green management and innovation” which focuses on innovations (e.g. Liu et al., 2021; Talwar et al., 2020) and new product development (e.g. Green & Weerawardena, 2021) as well as green management, green innovation, and green creation (Burki & Dahlstrom, 2017; Singh & Pandey, 2018).

“Topic 4 (Services marketing)” is relevant to new service design, service quality, service activity, and behavior, for example, AI customer service (Xu et al., 2020), transformative service consumers (Mulcahy et al., 2021), service quality (Pornpitakpan et al., 2017), and service climate (Hoang, 2022). On the other hand, “Topic 5 (Food marketing)” focuses on the behavior and attitudes related to foods such as food tourism (Bu et al. 2021) and food consumption (Gray et al., 2020). “Topic 6 (Advertising)” is associates with keywords such as digital, responses, and attitudes. Many of these articles are about the effectiveness of advertising (e.g. Pochun et al., 2018), influencer endorsements and consumer purchase intention (e.g. Weismueller et al., 2020), and digital advertising (e.g. Ashari Nasution et al., 2021). Other topics such as “Topic 2 (Business education and training)” reflect a strong focus on higher education, skills, education, learning, and university (Uncles, 2018).

Topic proportion over time

After uncovering the topic structure, we examined topic usage in the AMJ’s history from 2015 to 2022 (Issue 2). This is done by considering how the focus of topics featured in AMJ has changed over time. Figures 4 and 5 depict the changes in topic proportion, plotting time on the x-axis and the topic’s relative proportion on the y-axis. Figure 4 combined the topic proportion within the year into one column to see the share in size of each topic per year. The topics were marked by different colors, for example, orange representing “Sharing economy,” dark blue representing “Firm performance,” and dark green representing “Digital advertising.” At the first grace, the topic proportion over time appears to remain relatively stable each year. However, on closer inspection, it is clear that there are some differences in each year. First, research in “Business education and training” received more attention in 2018 (Holbrook, 2018; D. Nguyen, 2018). This is mainly due to the growing attention of the new technologies and strategies in education, as well as the transformation of marketing education (Brennan et al., 2018) such as incorporating work-integrated learning (Lu et al., 2018), co-creation experience in the classroom with Lego Serious Play (Dann, 2018), and experiential learning from the perception of “career-ready” (Spanjaard et al., 2018).

Figure 4.

Topic proportion over time (combined per year).

Figure 5.

Topic proportion over time.

In 2021, there has been a stronger focus on “Advertising,” “Customer engagement,” and “Purchase intention.” This is in line with the AMJ approach of capturing the current industry and academic trends. In particular, Issue 2 2021 presents a series of papers covering topics to gain a better understanding of the current and future technologies that may play a role or have a robust impact on relationship marketing and contribute to theories associated with relationship marketing (Thaichon et al., 2021). For example, researchers explored the role of social media marketing on value co-creation and engagement (Cheung et al., 2021), content marketing strategies used by the service provider (P. Wang & McCarthy, 2021), purchase intention, and online relationships (Khodabandeh & Lindh, 2021), and customer participation in firm-initiated activities via social media (Quach et al., 2021).

The interest in “Customer behavior,” “Loyalty,” “Customer satisfaction,” “Branding,” “Purchase intention,” and “Retail strategies” have been consistent from 2015 to 2020. These topics were in-demand at the time, especially, “Customer satisfaction” from 2015 to 2016 (Mishra et al., 2016; Moriuchi & Takahashi, 2016), “Branding” in 2017 (Dawes et al., 2017; Graham et al., 2017; Trinh et al., 2017), “Loyalty” in 2021 (Mulcahy et al., 2021), and “Purchase intention” in 2016, 2017, and 2020 (Hoonsopon & Puriwat, 2016; Teah & Butcher, 2016). “Retail marketing” is another aspect that has received moderate interest throughout the years (Kennedy et al., 2016; McNeill & Snowdon, 2019). There were more studies around retailing context in 2017 and 2018 (Chacón-García, 2017; Pornpitakpan et al., 2017).

Interestingly, there has been a noticeable trend change in the “Trust” in 2015 and 2020. This was when the companies start to work together with their suppliers and customer to build trust in business collaborations (Jarratt & Ceric, 2015), collaborations between business divisions (Opute & Madichie, 2016), and interactions in the sharing economy (W. M. Lim, 2020; Sands et al., 2020; Starr et al., 2020). Similarly, there is a stable interest in “Sustainability,” “Environmental intentions and behavior,” and “Consumption and sustainability” throughout 2015 to 2022. This reflects the business demand and practice in sustainability and green management. Examples of research can be observed via the work of the segmentation approach in the field of sustainability by Jayaratne et al. (2017); embedding creativity and sustainability in marketing principles by von der Heidt (2018) and Pomering (2017); and green consumer domain (Kumar & Polonsky, 2017).

“Food marketing” is another topic that shares a common trend with “Services marketing,” “Culture and advertising,” and “Sustainability.” Research focuses on marketing communications and intention to consume food (Thaichon & Quach, 2016), food waste and green consumers (McCarthy & Liu, 2017), food and grocery shopping and consumption (Kongarchapatara & Shannon, 2016), and effectiveness of food-related cues and portion size effect (Gray et al., 2020). Moreover, some other topics such as “Services marketing,” “Behavioral models,” and “Firm performance” have also generated a good level of interest throughout the period. These topics are often published alongside other key topics. For example, retail and strategies for performance (Kim & Takashima, 2016), the effect of relationship quality on firm performance (L. T. Nguyen et al., 2020), and corporate social performance (Isaksson & Woodside, 2016).

Future research directions and conclusion

Building upon the past and current trends identified in this article, we delineate three unique areas of future research: (1) purpose-driven marketing, (2) Diversity, Equity, and Inclusion marketing, and (3) the bright side and dark side of marketing (see Table 1). First, it is critical that marketing has become an essential part of the purpose-driven transformation within businesses that have committed to embracing higher purpose as a sustainable way of business growth (Voola, Carlson et al., 2022; Rosenbloom, 2022). By positioning a firm’s core business around human development, marketing can help address the Sustainable Development Goals (Bolton, 2022; Voola, Bandyopadhyay et al., 2022; Voola, Carlson et al., 2022) such as value co-creation of health and social outcomes in an eHealth digital eco-system context (Wyllie et al., 2022), sustainable consumption and production (W. M. Lim, 2022), and Disciplined Vision Casting as a new method for exploring alternative futures by reconciling marketing and sustainability (Ramirez & Tajdini, 2022).

Table 1.

Area of Research and Research Questions.

Area of research	Research questions
Purpose-driven marketing
Stakeholder-centered purpose	• How do firms prioritize and choose a purpose that resonates with its internal and external stakeholders such as customers, employees, and community, who might have different and sometimes contradictory objectives and perceptions?
	• Should firms pursue a single purpose or a multitude of purposes?
	• How does a firm communicate its purpose to various groups of its stakeholders?
	• What are the most effective approaches to fusing purpose into profit?
	• What are the challenges associated with defining a purpose and building a business model revolving around the purpose?
	• Does a firm’s purpose remain the same or transform over time?
Purpose-driven brands	• How can a purpose beyond product features and customer benefits be instilled in brands?
	• What are the key building blocks of purpose-driven branding?
	• To what extent can purpose-driven brands outperform their competitors?
	• How much investment does a purpose-driven brand require?
	• What are the effects of purpose-driven branding on a firm’s stakeholders?
	• What are customers’ reactions to implicit and explicit purpose-driven brands?
	• What are the pros and cons of brands taking a stance?
	• In which case might a purpose-driven brand be received with skepticism and adverse reactions from its customers?
Diversity, equity, and inclusion (DEI) marketing
Diversity	• What are the differential effects of a firm’s surface-level diversity (observable characteristics such as race, age, and gender) and deep-level diversity (non-observable characteristics such as attitudes, values, and beliefs) on customers’ attitudes toward firms?
	• What role does technology play in responding to an increasingly diverse market?
	• What is the effectiveness of AI in facilitating real-time service and product personalization that cater to customers with sophisticated characteristics?
	• How might firms demonstrate their awareness of and actions related to diversity in their marketing communication?
Equity	• What is the impact of algorithmic bias on firms and their various stakeholders?
	• What can be an effective intervention in reducing algorithmic bias?
	• How do firms increase the transparency of AI-based decisions or recommendations? What is the role of humans in ensuring equity when interacting with machines?
Inclusion	• What are the effects of new technologies such as big data analytics and AI (e.g. customer profiling and [non]targeting) on customer alienation?
	• What are the effects of customer alienation on individual vulnerability and well-being?
	• How can AI automated decision-making be more inclusive?
The bright side and dark side of marketing
The bright side of marketing	• How do green innovation and eco-friendly marketing lead to sustainable consumption?
	• What are the effects of product and business innovation on customer sustainable consumption?
	• What are the influences of new technology on customer online engagement and consumption?
	• How can firms encourage the use of sustainable products and technologies?
	• How can a firm make sustainable products more affordable and accessible to customers?
	• How to minimize the impact of consumption and production practices on the environment?
	• How to generate positive energy for human well-being including mental health?
	• What are new business models in sharing and circular economy, under new macro conditions such as the recent pandemic?
	• How can actors such as firms and customers inform changes in the regulatory framework and industry standards via their actions and interactions?
The dark side of marketing	• What are the impacts of the new privacy policy on customer trust?
	• How does the use of Big Data result in customer alienation? What is the associated impact on customers’ well-being?
	• How might a firm’s use of digital technologies such as big data analytics and cloud computing violate or threaten customer privacy?
	• How firms would overcome customer privacy concerns in a sensitive context?
	• What increases customer vulnerability to marketing manipulation and cyberattack?
	• What are the moral implications of human and AI relationships?
	• How do we attribute moral responsibility to AI agents?
	• To what extent, the use of AI can replace human interactions?
	• How might emotions be objectified and manipulated by AI agents?

Second, although it is not yet a flourishing area of research, many businesses have included diversity, equity, and inclusion (DEI) in their business agenda. AMJ has reflected various aspects of DEI in a number of recent articles such as the voice and visibility of Aboriginal and Torres Strait peoples (Raciti, 2022), an indigenous Māori perspective on engagement (Love & Hall, 2022), the adoption of diversity and inclusion practices (Bádé jọ et al., 2022), and gender equity in the marketing academy (Dobele et al., 2022).

Third, we have identified an emerging trend of research in AMJ on exploring the bright side and dark side of marketing. Exemplar studies include sustainable strategy (Kennedy et al., 2016), green advertising (D. J. Lim et al., 2021), social amplification (East et al., 2017), and social marketing approach (Duffy et al., 2020). We further extend this research trend and address the need to explore research and practices that contribute to shaping society, improving individual well-being, and promoting good causes.

Purpose-driven marketing

Purpose is defined as the true essence that underlies a firm’s existence and relevance (Hajdas & Kłeczek, 2021). As such, purpose is directly linked to the impact a firm has on its own stakeholders and goes beyond profitability and market capitalization. Purpose-driven marketing refers to placing purpose at the core of a firm’s marketing strategy. Despite being emerged as a growing concern amongst practitioners in recent years, purpose-driven marketing has not been extensively explored in the marketing literature (Hajdas & Kłeczek, 2021; Sheth, 2011). This opens promising opportunities for future research in this area. One of the main pillars of purpose-driven marketing is a trusting relationship between the firm and its stakeholders, which is built on mutual values and goals. This involves exploring how purpose can be determined and communicated to both internal and external stakeholders such as customers, employees, and the community, who might have different and sometimes contradictory objectives and perceptions. Should firms pursue a single purpose or a multitude of purposes? How does a firm prioritize and choose a purpose? What are the most effective approaches to fusing purpose into profit? What are the challenges associated with defining a purpose and building a business model revolving around the purpose?

Another key area of research concerns the development of purpose-driven brands. Whilst branding has increasingly become more sophisticated in a hyperconnected world (Swaminathan et al., 2020), a purpose-driven strategy requires brands to embed meaning into their essence that resonates with their customers and society. This urges the question of how a purpose beyond product features and customer benefits can be instilled in brands. What are the key building blocks of purpose-driven branding? To what extent can purpose-driven brands outperform their competitors? How much investment does a purpose-driven brand require? What are customers’ reactions to implicit and explicit purpose-driven brands? What are the pros and cons of brands taking a stance? In which case might a purpose-driven brand be received with skepticism and adverse reactions from its customers?

Diversity, Equity, and Inclusion (DEI) marketing

DEI has become an important topic in both practice and academic research. Following Arsel et al. (2022), we define diversity as real or perceived physical or socio-cultural differences attributed to people and the representation of these differences in different aspects of life such as the workplace, media, and research. Equity concerns fairness and impartiality in the treatment of people regarding both opportunities and consequences. Inclusion means creating a culture that nurtures connection, a sense of belonging and unification of diverse groups, which is opposed to segregation or marginalization. Several key questions emerge in DEI marketing that covers the diversity, equity, and inclusion issues.

First, in terms of diversity, the key issues include both a firm’s effort to increase the representation of minorities, people of color and LGBTQA+ people in its marketing activities as well as recognizing the differences among its customers. What are the differential effects of a firm’s surface-level diversity (observable characteristics such as race, age, and gender) and deep-level diversity (non-observable characteristics such as attitudes, values, and beliefs) on customers’ attitudes toward firms? What role does technology play in responding to an increasingly diverse market? What is the effectiveness of AI in facilitating real-time service and product personalization that cater to customers with sophisticated characteristics? How might firms demonstrate their awareness of and actions related to diversity in their marketing communication?

Second, firms are responsible to maintain equity, which is particularly an issue in an algorithm-based economy. Due to the algorithmic bias—defined as “the outputs of an algorithm benefit or disadvantage certain individuals or groups more than others without a justified reason for such unequal impacts” (Kordzadeh & Ghasemaghaei, 2021, p. 2), the use of AI might result in unfairness, discrimination, and social injustice. As AI permeates into our daily life, AI-based automatic decision-making or recommendation systems might create negative consequences on stakeholders such as customers and employees. Future research could investigate the impact of algorithmic bias on both firms and their various stakeholders. In addition, what can be an effective intervention in reducing algorithmic bias? How do firms increase the transparency of AI-based decisions or recommendations? What is the role of humans in ensuring equity when interacting with machines?

Similarly, inclusion is violated when firms practice segmentation and targeting and exclude or underserve customers who are deemed unprofitable. Big data and AI enable firms to profile customers and determine their profitability in order to develop optimal strategies to add value to them. However, firms can also identify unprofitable customers, some of which are considered “worthless” to service (shunned consumers), or terminated due to their low profitability (fired customers), or provided with sub-optimal levels of service (under-served customers). This begs the following questions: what are the effects of new technologies such as big data analytics and AI (e.g. customer profiling and [non]targeting) on customer alienation? What are the effects of customer alienation on individual vulnerability and well-being? How can AI automated decision-making be more inclusive?

The bright side and dark side of marketing

Following the call of recent research for “better marketing for a better world” (Chandy et al., 2021), AMJ welcomes research papers focusing on sustainable behavior and practices as well as the ethical issues of marketing. Marketing can play a positive role in shaping society, improving individual well-being, and promoting good causes. Future research can explore how marketing can be used to engage customers and stimulate sustainability in both consumption and production to benefit the whole world. Relevant research questions could embrace: how to encourage the use of sustainable products and technologies, how to make sustainable products more affordable and accessible to customers, how to minimize the impact of consumption and production practices on the environment and how to generate positive energy for human wellbeing including mental health. Researchers can also investigate new business models in the sharing and circular economy, taking into consideration recent changes in the macro-environment such as the impact of the COVID-19 pandemic. Another fruitful research area is the transformational mechanisms that explain how actors such as firms and customers can influence macro-level environments such as regulatory frameworks and industry standards via their actions and interactions (Storbacka et al., 2016) toward a better future for new generations.

On the other hand, there is a need to explore the dark side of marketing. Future research can look into the negative impact of marketing on consumers, employees, communities, society, and the environment at large. For example, the use of new technologies for profiling and targeting has raised issues of customer alienation which can lead to underserved customers and a reduction in customers’ wellbeing (Palmatier & Martin, 2019). Furthermore, digital technologies enable the firm to access a significant amount of customer data and monetize the data for its own benefit. These practices might lead to violation of customer privacy and increase customer vulnerability to marketing manipulation and cyberattack. Further, AI technologies have advanced to penetrate into our lives such as the popularity of virtual assistants and the application of driverless cars. AI has also taken some forms of humanized characteristics, ranging from to realistic voice of Google Duplex, a social humanoid robot such as Sophia developed by Hong Kong-based company Hanson Robotics to Ayayi, China’s first ‘meta-human’ influencer, that is, an exceptionally realistic digitalized human (Dao Insights, 2021). However, these technological advancements come with ethical issues. For example, what are the moral implications of human and AI relationships? How do we attribute moral responsibility to AI agents? To what extent, the use of AI can replace human interactions? How might emotions be objectified and manipulated by AI agents?

In conclusion, this paper has reviewed articles published within the AMJ from 2015 to 2022. Adopting text mining, we have identified key topics and mapped their popularity over time. The combined insights gathered from the analysis of articles and citations of the AMJ, topics, and their changing patterns have offered a rich source of insights into AMJ publications as well as providing research directions that may inspire future studies.

Footnotes

Declaration of conflicting interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

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