... bibliometric analysis and a systematic literature review through descriptive performance analysis and science mapping techniques. Authors have reviewed top-cited studies using the theories, context, characteristics and methods (TCCM) framework to provide a comprehensive understanding of storytelling marketing...

... in A* and A category journals listed in ABDC is reviewed. The literature synthesis adopts the theories, contexts, characteristics and methodology (TCCM) framework. Findings The article has identified the research trends related to author impact, journal impact, article impact and the outcomes derived from the TCCM...