In Pursuit of the 'Pink Pound': A Systematic Literature Review

COOMBES, Philip and SINGH, Pallavi (2022). In Pursuit of the 'Pink Pound': A Systematic Literature Review. International Journal of Market Research.

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Official URL: https://journals.sagepub.com/doi/full/10.1177/1470...
Link to published version:: https://doi.org/10.1177/14707853221088732
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    Abstract

    The visibility of non-heterosexual identities is more prevalent today than ever before, yet there is little research about the consumption behaviours and preferences of lesbian, gay, bisexual, transgender, transsexual, queer, 2/two-spirit, questioning, intersex, asexual, ally, and other non-heterosexual (LGBTQ+) consumers - often referred to as the 'pink pound'. A rare systematic review of LGBTQ+ literature is presented in this paper with the purpose of offering an argument for a wider adoption by marketing scholars and practitioners for research into LGBTQ+ consumer segments. The results of a longitudinal bibliometric analysis are presented to objectively demonstrate the hitherto limited engagement that consumer researchers have had with the discipline, and the limited degree that the discipline has influenced that literature. The key findings reveal a growing, but formative body of inter- and intra-disciplinary literature that, hitherto, has only just begun to be addressed by present day marketing researchers. A conclusion of the paper is that although the bibliometric analysis identifies the limited engagement with LGBTQ+ consumer research, this limited engagement appears to present a very significant lacuna and just as significant an opportunity for both marketing scholars and practitioners to engage much further with this literature in the future. Building on the analysis, the value of the paper also discusses potential directions for further research in marketing scholarship and practice.

    Item Type: Article
    Uncontrolled Keywords: 0806 Information Systems; 1505 Marketing; Marketing
    Identification Number: https://doi.org/10.1177/14707853221088732
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 21 Mar 2022 12:42
    Last Modified: 05 May 2022 14:19
    URI: http://shura.shu.ac.uk/id/eprint/29965

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