(Dis)entangling actor-network theory and assemblage theory in consumer and marketing scholarship: a review and future directions

Studies that embrace socio-material theories, such as Actor-Network Theory (ANT) and Assemblage Theory (AT), have proliferated in consumer and marketing research. Yet, despite their popularity, little effort has been devoted to reviewing the use of ANT and AT in these fields. This article reports on a systematic theory-based review of 44 articles published in 23 journals from 2003 to 2022. Through this review, we take stock of the divergent ways in which ANT and AT are deployed separately or are combined by scholars and find that both theories most often address aspects of relationality, object agency, and becoming in marketing contexts. Inspired by discussions from other fields, we reflect on how marketing scholars navigate the theories’ similarities and (in)compatibilities and offer directions for future research.