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This study aims to analyse the trend of publication in the field of psychological ownership (PO) in marketing by looking at the previous research papers. The research pinpoints the key concepts, methodology, analytical approach and the structure of PO that could open up future research path in this area of research.

This paper provides a bibliometric analysis of PO in marketing by using performance analysis and science mapping with data extracted from Scopus database using VOSviewer software.

Results show the trend of publications in the field of PO and found out the main themes related to the PO and also provide future research avenues for further exploration by scholars.

The study could help researchers, firms and marketers to predict functioning of customer’s mind and their decision-making, thus enabling organizations to create a strong targeted marketing strategy to attract and engage customers.

The present study provides a bird’s view of psychological ownership in marketing context by applying bibliometric analysis tool. Also, the rigorous literature investigation links and integrates isolated diverse knowledge of PO that aids in developing meaningful new insights for firms and marketers.

This study attempts to enrich the digital content marketing (DCM) literature by identifying consumer-based DCM consumption motives and the preferable content dissemination platforms and formats to fulfil these motives exclusively in the context of beauty brands.

Thematic analysis has been used as the qualitative technique for the study. In-depth interviews in a semi-structured format were conducted with 30 consumers who were mandated to be active followers of at least one beauty content creator on digital/social media platforms. Utilising NVivo 11.0, transcripts were analysed.

The findings reveal seven consumer-based DCM consumption motives: authenticity, economic, exploration, functional, hedonic, suitability and purchase decision. Further, the findings also demonstrate the most preferred content dissemination platforms and formats, namely digital channels of content creators, customers' reviews and social media (Instagram and YouTube) to fulfil these motives.

The study advances the existing literature by exploring novel consumer-based DCM consumption motives postulated as “antecedents to digital content marketing”. Moreover, it also enriches practical knowledge as the efficient and effective application of the research findings can prove fruitful to beauty brands employing DCM as the primary marketing tool.

This study makes a distinctive contribution by promoting work on unexplored areas of digital content marketing. It proposes content strategies for beauty brands and digital content creators to augment the digital content creation, dissemination and evaluation process. Furthermore, it also outlines the research topics that future scholars can focus on to advance the DCM literature.