Gentle whispers of women: An epistemological study of gender studies in marketing across 25 years

Abstract

Gender studies is a complex, interdisciplinary field that delves into the impact of societal and cultural norms on gender-related aspects of society. In terms of marketing communications, gender studies are widely discussed across every sub-branch of marketing, including consumer behaviour, advertising, product development and brand communication. Nonetheless, the question of whether this issue has been given sufficient scientific analysis in both academia and in business remains a matter of debate. This epistemological study conducts a keyword analysis of the articles published in the top ten marketing journals over the last 25 years. In general, the articles in the sample group are found to focus on the relationship between gender and marketing mix, brand communication, corporate behaviour, consumer behaviour and stereotypes. While many countries are insensitive to gender inequality, it is thought that international publications should give more importance to studies focusing on women in particular, and it is seen that few studies focusing on gender are included in the research conducted. By analysing research that focuses on gender, this study aims to support marketing professionals for better marketing practices.