Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling

Creativity helps marketers better address customer needs, competitive actions, and challenges of an unpredictable environment. However, marketing academics have been debating the value added by creativity. This confusion can be best addressed by a comprehensive analysis of the creativity in marketing (CiM) literature, which we attempt to achieve. In this endeavor, we conducted citation, keyword, and authorship analyses from a corpus comprising 375 scholarly papers from 1973 to 2021. The most frequent keywords (e.g., advertising, co-creation, consumer creativity) may aid interested researchers in effectively exploring/understanding this domain. The domain's most productive journals (e.g., JBR, JA, P&M) are recommended target journals. We used structural topic modeling to extract ten key topics and content-analyzed them to develop an organizing framework. Furthermore, we used the six trending topics (e.g., creativity and branding, consumer creativity, new product creativity) to suggest implications for theory, practice, and future research.