Spirituality in marketing: a bibliometric analysis

Abstract

Integrating spirituality into marketing is a growing area of study that focuses on incorporating spiritual principles into consumer behavior and corporate strategies. This research uses the PRISMA framework to conduct a thorough bibliometric review of current scholarly literature, ensuring transparency and replicability in the methodology. By synthesizing the latest peer-reviewed studies, this analysis clarifies how spirituality can strategically influence consumer loyalty, brand ethics, and value-driven marketing. The findings emphasize how spirituality can help build deeper, authentic relationships between brands and consumers, leading to increased trust and sustained engagement. This review underscores the critical role of spirituality as a differentiator in competitive marketing environments, where emotional and spiritual connections are increasingly important in shaping consumer decisions and brand loyalty. Moreover, the incorporation of spirituality in marketing has both positive and negative implications. On the positive side, it allows brands to form deeper connections with consumers by aligning with their values and beliefs, thus enhancing brand loyalty and promoting ethical business practices. Spirituality can also help businesses stand out by promoting authenticity, emotional resonance, and purpose-driven marketing, leading to long-term consumer trust and engagement. However, there are potential downsides. Exploiting spiritual themes for commercial gain without genuine alignment can lead to consumer distrust and accusations of inauthenticity or "spiritual washing." Additionally, the diverse interpretations of spirituality across cultures pose challenges, as marketers risk alienating certain groups if the message is perceived as exclusionary or insensitive. Balancing authenticity with commercial objectives is crucial to avoid negative backlash. To advance research in this area, it is crucial to develop a strong methodology specifically designed for marketing that addresses the complexities of understanding spirituality in marketing practices. This framework would offer clear guidelines for incorporating spiritual values into branding while ensuring cultural sensitivity and authenticity. By establishing standardized metrics and interpretive tools, marketers can avoid conflicting with consumer beliefs and minimize the risk of appearing inauthentic. This would enhance the effectiveness of marketing strategies incorporating spirituality, ensuring their positive reception by diverse consumer groups.