Subjective social inclusion: A conceptual critique for socially inclusive marketing

This paper draws on an interdisciplinary theoretical background to define the new construct of subjective social inclusion and initiate a new theoretical framework of inclusive marketing. We define subjective social inclusion as a multi-dimensional construct comprising of acceptance, belongingness,...

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Bibliographic Details
Published in:Journal of business research 2018-01, Vol.82, p.330-339
Main Authors: Licsandru, Tana Cristina, Cui, Charles Chi
Format: Article
Language:English
Subjects:
Business schools
Ethnic marketing
Inclusive marketing
Marketing
Marketing communications
Multi-ethnic
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Summary:This paper draws on an interdisciplinary theoretical background to define the new construct of subjective social inclusion and initiate a new theoretical framework of inclusive marketing. We define subjective social inclusion as a multi-dimensional construct comprising of acceptance, belongingness, empowerment, equality and respect. The proposed framework of inclusive marketing explains the potential effect of multi-ethnic embedded marketing communications on self-feelings of social inclusion by ethnic consumers, as well as the intervening effects of ethnic self-referencing, ethnic self-awareness, ethnic self-identification and self-congruity. The analysis shows that multi-ethnic embedded marketing communications may represent an effective means to more inclusive communication with ethnic individuals for the benefits of consumer wellbeing and marketing effectiveness. This paper initiates a new research agenda of marketing to disadvantaged individuals, with implications for future research, practice, and public policy.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2017.08.036