The Rise of Posthumanism in Marketing: A Comprehensive Bibliometric Analysis

Abstract

This research aims to analyze publication trends in posthumanism within the field of marketing, identify the most influential
authors and journals, and explore the key themes and concepts frequently discussed. Employing a bibliometric review methodology,
this study utilized data from three leading academic databases: Scopus, Web of Science, and EBSCO, ensuring a comprehensive
analysis of the literature. A systematic selection process yielded 19 relevant articles for bibliometric analysis after filtering out
duplicates and irrelevant works. The findings reveal a significant increase in publication activity since 2020, primarily concentrated
in Western countries, particularly the United States and the United Kingdom. Influential authors include Venkatesh &
Meamber (2006) and Campbell et al. (2010), whose contributions to Marketing Theory and Journal of Consumer Behaviour
have garnered the highest citation counts. The key themes identified include agri-food networks, ethics of artificial intelligence,
marketplace accessibility, and sustainability within green capitalism. These themes indicate a shift from traditional human-centered
marketing approaches to a more inclusive perspective that recognizes the interdependence of human and non-human entities. This
research not only highlights the evolving landscape of posthumanism in marketing but also underscores its implications for consumer
engagement and brand interaction in a complex and interconnected world.