Exploring the multidimensionality of wellbeing in the marketing literature through a bibliometric approach

Well-being remains one of the most extensively researched topics across various disciplines and application domains. The rapid growth in the number of studies on sustainability underscores the significance of investigating the relationship between these two constructs. Through a bibliometric analysis focused on marketing literature, we have explored the multidimensionality of these two main topics and the thematic areas in which they are examined. Ultimately, two key findings have emerged: (a) the identification of five key clusters within the managerial literature, revealing the domains in which literature is evolving and expanding, increasingly becoming interdisciplinary; (b) the identification of three microclusters in the area of research of marketing. The implications of this study are manifold and primarily pertain to three key audiences: (a) managers, who can enhance their understanding of value creation for their customers; (b) policymakers, who can gain valuable insights to formulate policies aimed at enhancing the well-being of their societies and citizens; (c) marketing researchers, who can gain valuable insights into previously unexplored publishing strategies for the future. The existing literature on well-being and sustainability is both extensive and fragmented, and this study aims to provide a clearer perspective on this field.