Social Exclusion: A Bibliometric Analysis and Future Research Directions in Advertising

Abstract

Advertisers have begun to recognize the role of inclusive advertising in consumer well-being. One way to increase inclusivity is to minimize experiences of exclusion using marketing tools. Although social exclusion is common in today’s world, current academic literature is mostly silent on how advertising can mitigate the negative effects of exclusion. This article initiates the discussion on inclusive advertising by systematically exploring the underlying phenomena of social exclusion and related concepts (e.g., marginalization, loneliness, and social isolation). Through a bibliometric approach and thematic content analyses that includes more than 490 articles published in the last two decades in marketing, including advertising, communication, and psychology journals, we evaluate the mechanisms and consequences of social exclusion. We discuss several avenues for future research, present propositions, and suggest guidelines on (1) how marketers can design inclusive advertising, (2) how advertising can cater to the needs of excluded consumers, and (3) how advertising may alleviate the negative effects of social exclusion and enhance consumer psychological well-being.

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Yeyi Liu

Yeyi Liu (PhD, Imperial College London) is a Professor of Marketing, Xi’an Jiaotong University.

Kshitij Bhoumik

Kshitij Bhoumik (PhD, Texas Tech University) is a Lecturer in Marketing, University of Leeds.

Aulona Ulqinaku

Aulona Ulqinaku (PhD, Bocconi University) is an Associate Professor of Marketing, University of Leeds.

Laura Grazzini

Laura Grazzini (PhD, Marche Polytechnic University) is an Assistant Professor in Marketing, University of Florence.