Past, Present, and Future of Cultural Marketing

Abstract

All facets of human behavior are profoundly influenced by culture. The fact that culture is inherently changing makes it more difficult to comprehend how it affects people. There is a scarcity of research available that details the evolution and current state of cultural marketing study. Bibliometric analysis was used in this study to examine research in the field of cultural marketing. A total of 197 publications related to cultural marketing between 2001 and 2022 were identified. The data was gathered from Scopus database. To find out the current trends, key contributors, and emerging themes in domain of cultural marketing, bibliographic coupling, citation, co-word, co-citation analysis, and thematic maps techniques were used. All the analyses were done using the VOSviewer software and Bibliometrix package from R software. According to the findings, future study might be done on the emerging themes of marketing commerce. However, the current study used one database i.e., Scopus, so future studies can use other databases like Web of Science that will broaden the study's focus.