... 2025 23 09 2025 06 01 2026 14 05 2026 19 05 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Artificial intelligence Marketing SPAR-4-SLR TCM-ADO Systematic literature review Future research directions...

.... There is a need for a structured, systematic literature review (SLR) to synthesize IM literature. Design/methodology/approach By applying the Preferred Reporting Items for Systematic Reviews and Meta-Analyses and theory–context–characteristics–methodology framework, this SLR synthesizes 170 selected research...

... Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Affiliate marketing Systematic literature review Lexicometric analysis Conceptual framework Digital transformation has automated many marketing processes, including distribution and promotion...

..., it remains incoherent. Therefore, this systematic literature review (SLR) consolidates it. Further, the study identifies under-researched areas in rebranding and suggests future research directions regarding alternative theories, contexts, characteristics and methods to advance this domain. The findings...

... with civic stakeholders and regulatory authorities, and sustaining performance in markets where ecological integrity is now indispensable (Gorska-Warsewicz et al., 2021 ; Khandelwal et al., 2024). Bibliometric analysis Green branding Systematic literature review © Emerald...

... this gap, the present study aims to systematically review the literature published on viral marketing. Design/methodology/approach The study utilizes a systematic literature review (SLR) methodology. About 671 studies were initially identified, and 105 were included in the literature review after...

...Kavya Shree Kuduvalli Manjunath; Safoora Habeeb; Priya Solomon; Charles Jebarajakirthy; Haroon Iqbal Maseeh; Raiswa Saha; Anju Bharti Purpose The aim of this study is to perform a systematic literature review on retail agglomeration literature and present an agenda of future research...

... the snapshot to generate directions for future inquiry. Design/methodology/approach The study uses systematic literature review (SLR) using SPAR-4-SLR protocol to generate a set of 277 articles. We follow it up with scientometric analysis techniques of bibliographic coupling and betweenness centrality...

... © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Customer experience Experience Scale development Systematic literature review Theoretical rigor PRISMA In the last fifteen years, the customer experience (CX) has been heralded...

... the tenets of systematic literature review (SLR) and bibliometric analysis (Paul and Criado, 2020). The SLR synthesizes methodology, theory and constructs used in prior research. This review method offers a complete understanding of the development of gamification literature in terms of bibliometric details...

..., conceptualization, context and methodology when structuring their content in order to maintain good science and logic (Hulland and Houston, 2020). Paul et al. (2021) highly recommend using the ADO, TCM, TCCM, and/or 5W1H framework(s) to structure systematic literature reviews because these frameworks can...

... purchase behaviour. Design/methodology/approach The study is a systematic literature review, which includes literature search from two prominent databases. This article consolidates the results of 60 relevant research papers, and thematic analysis is performed on various website-related aspects...

... the literature synthesis. Brand hate Brand hate community Integrated literature review Systematic literature review Figure 1 Articles inclusion and exclusion Overall, 88 articles [2] published in 40 academic journals were considered for this review. The previously described search...

... (intentional) spillover - In 2010, Toyota's sticking accelerator pedal crisis spilled over to other auto brands (Maher and Singhapakdi, 2017) Source(s): Authors own We adopt a hybrid format of systematic literature review (SLR), through a combination of structured and bibliometric...

... Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Permission marketing Systematic literature review Mobile/email marketing Lexicometric analysis Greater penetration of Internet and smartphone led to widespread use of e-mail marketing and mobile advertising...

... experiences among consumers, there is a scarcity of research that analyzes the current knowledge holistically. As a result, this study uses a systematic literature review technique to better understand the trends in the luxury experience and consumer behavior literature and suggests future research directions...

...Quynh Hoa Le; Luc Phan Tan; Thu Hang Hoang Purpose This study aims to map existing literature on customer brand co-creation (CBC) in the context of social media and highlight multiple avenues for future research. Design/methodology/approach A systematic literature review (SLR) was used...