Fifty years of consumer socialization research: a structural topic modeling approach and future research agenda

Purpose This study aims to critically review the extensive body of research on consumer socialization, identify emerging trends, and outline future research avenues to advance the field. Design/methodology/approach This study uses a structural topic modeling (STM) approach on 1,162 research articles (retrieved from Scopus and Web of Science). This study uses topic modeling and topic prevalence to document the evolution of research trends over the last 50 years. Findings This study proposes a holistic model of consumer socialization, categorizing research into four dimensions: primary socialization (family and parenting styles), secondary socialization (peers and influencers), digital socialization (technology, virtual communities and eWOM, e-commerce) and cultural socialization (sustainability, tourism, ethical consumption, and community and sports). Findings reveal shifts in research focus, with increasing attention to digital media, online communities, sustainable and pro-environmental behavior, and opinion leadership. Research limitations/implications Research trends highlight the importance of digital privacy, the influence of virtual communities and the critical role of sustainability and green consumerism among teenagers. Practical implications The HMCS model offers valuable insights to marketers. For example, brands targeting adolescent markets should design trust-centric interfaces, provide explicit safety assurances and encourage constructive peer interactions. Managers must carefully balance promotional strategies to avoid fostering purely materialistic or status-driven motivations. Originality/value This study applies STM to present a state-of-the-art review of consumer socialization research spanning 50 years. By mapping past trends and emerging topics, we provide a future research agenda to explore areas like the psychological impact of digital socialization, evolving peer dynamics and the intersection of sustainability and teenagers’ consumer behavior.