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This study addresses critical questions related to cultural diversity, offering valuable insights for global marketing managers in formulating effective marketing strategies. Utilizing a robust systematic literature review methodology and the theory–context–characteristics–methods and POWER frameworks, the study comprehensively analyses 20 years of literature. The findings indicate that while the field has seen significant scholarly expansion globally, certain key areas have received comparatively less attention. The conceptual framework and future research directions outlined in this study offer a strategic roadmap for advancing the field. Contributions to theoretical development, contextual understanding, characteristic analysis, and methodological approaches are essential for bridging the theory–practice gap and fostering further development in the discipline. The study's insights can support marketers and other stakeholders in enhancing consumer engagement, improving marketing effectiveness, and developing culturally sensitive strategies for global markets. [ABSTRACT FROM AUTHOR]

Virtual avatar deployment has opened a new window for many industries in service personalization and customization, offering customers "anytime–anywhere" services. It becomes increasingly essential for marketing practitioners and scholars to clearly understand how avatar attributes and traits are reshaping customer value perceptions in the digital world. Despite the exponential growth of research interest within this area in the last decade, the literature on avatar attributes and consumer‐perceived values remains fragmented and isolated. Given this circumstance, this review draws on the theory–context–characteristics–methods framework and explores the extant literature to provide a collective and comprehensive insight into dominant theories, contexts, characteristics, and methodologies in the context of avatar‐based marketing (ABM). A systematic literature review was applied to rigorously review 57 published articles on avatars and ABM from 2005 to 2023. Using in‐depth content analysis, the current review sheds light on the opportunity to extend the theoretical foundations for the ABM literature. It also identifies gaps in understanding avatar attributes and the associated consumer values, with potential implications for consumer behavior. Finally, it sums up a comprehensive future research agenda. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to present a systematic literature review (SLR) to understand the current status of research on social media usage among the bottom of the pyramid (BOP). The purpose of this study is to identify the research gaps in this domain and review future research agendas by using theory, context, characteristics and methods [TCCM] framework. Design/methodology/approach: An SLR, keywords co-occurrence and TCCM analysis were used to analyse and synthesize insights from 44 studies gained from Web of Science and Scopus databases. Findings: The findings suggest that the USA and India are popular contexts for studying BOP. The BOP population uses social media to gain utilitarian, hedonic and social values. Further, social media can help BOP explore "entrepreneurship" opportunities, value co-creation and bring innovations. Originality/value: This study expands the intellectual boundaries of social media at BOP and suggests multidisciplinary research. Additionally, adopting novel theoretical lenses helped determine social media's impact on BOP. [ABSTRACT FROM AUTHOR]

AbstractThis Systematic Literature Review explores the evolving landscape of consumer behaviour towards DVAs using the TCCM (Theory-Context-Characteristics-Methodology) framework. Through a comprehensive analysis of 64 research papers sourced from the Scopus database, indexed in the ABDC (Australian Business Deans Council) category list, and published until December 2023, we uncover pivotal themes and significant knowledge gaps in the current body of research. The findings show that most studies on consumer-DVA interactions are empirical in nature, predominantly focused on the shopping and hospitality sectors, and grounded in the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) frameworks. Applying the TCCM framework, this paper uncovers fertile ground for future research, highlighting opportunities for further exploration and development. Building on the identified research gaps and our insights, we present integrated frameworks on consumer behaviour towards DVAs. Additionally, we provide actionable recommendations for DVA researchers, developers, and marketers, highlighting critical areas for future research, such as integrating sentiment analysis and emotional recognition capabilities. We also propose tailored strategies, including customizable DVA personalities and engaging voice experiences, to enhance consumer engagement and brand loyalty. The paper concludes with a summary of limitations and key findings. [ABSTRACT FROM AUTHOR]

In recent years, with the development of digital technology, the marketing model of enterprises, the consumption and lifestyle of consumers are undergoing important changes. Video marketing has been paid more and more attention by managers and researchers. By the end of 2023, the number of online video users in China has climbed to 1.074 million. and the penetration rate of Internet users is as high as 98.3%. The total market size of the network audio-visual industry exceeded USD 158. 45 billion. Among them. short video. as a new star in the market, has continued to expand in scale and has become an important engine to promote the growth of the entire industry. However, the research on video marketing is currently relatively fragmented. Although there are a large number of single-view or single-disciplinary studies, there is a lack of comprehensive analysis from an integrated perspective. This not only hinders a clear understanding of the whole field of video marketing, but also limits the discussion of the similarities and differences of video marketing between different research fields. Based on the related research of video marketing in CSSCI database from 2003 to 2023. this review reveals the research context and evolution process of video marketing with the help of CiteSpace analysis software. By using TCCM framework and ADO framework, the existing research is sorted out, and an integrated research framework covering the antecedents and consequences, mechanism, theoretical perspective, research methods and applicable scenarios of video marketing is constructed. The review found that the evolution stage of China's video marketing research hotspots is directly related to the carrier of video communication, which has experienced the traditional media stage (2003-2007). the online video stage (2007-2017), and the short video stage (2017-present). After further analyzing the main shortcomings of the existing research, this review summarizes the following problems: the "acceptance-rejection" dilemma of consumers has not been resolved, there is a lack of research on customer performance under the theme of short video, the relative lack of research on video marketing customization, the lack of quantitative indicators of video influencers' marketing ability, and the slow evolution of video marketing research theory and research methods. Furthermore. combined with the thinking of the current management practice of the enterprise, the prospect of future research is put forward from the following five aspects the solution to the consumer's "acceptance-rejection" dilemma. focusing on the customer performance research with the theme of short video, clarifying the connotation and influence mechanism of video marketing customization, evaluating the marketing ability of video influencers, and strengthening the theoretical innovation and research methods in the field of video marketing. The significance of this review lies in: first of all, unlike previous studies which are based on a single perspective. this review reveals the research status of video marketing in China from an integrated perspective, which helps researchers to form a relatively systematic cognition of video marketing research. Secondly, this review deepens the understanding of the internal relationship and mutual influence between different studies, reveals the main problems existing in the existing research, and extracts the important scientific problems that need to be further explored in combination with the problems faced by enterprise practice. so as to provide guidance and direction for future research and practice. [ABSTRACT FROM AUTHOR]

Environmental, social, and governance (ESG) requirements have recently gained significant attention globally. Consequently, regulatory authorities in many countries have set mandatory ESG disclosure regulations in place. However, the literature focusing on ESG disclosure is relatively new and still evolving. The present work aims to systematically review the extant literature on ESG disclosure. In doing so, the “Scientific Procedures and Rationales for Systematic Literature Reviews” is followed. In order to present a comprehensive research idea, 214 high-quality research articles were retrieved. Subsequently, the Theories, Contexts, Characteristics, and Methodologies (TCCM) framework was employed to analyse the articles extensively. The analysis presents three major ESG disclosure antecedents: (i) Mandatory disclosure regulations, (ii) Sustainability reporting frameworks, (iii) Corporate governance attributes, and three major outcomes: (i) Firm performance, (ii) Market returns and (iii) Environmental performance. Given that various authorities are increasingly implementing directives on mandatory ESG disclosure, the present review recommends paying closer attention to these regulations and their influence on environmental performance. The review further discussed the emerging issues for future research to explore, which are highly relevant to both new and existing researchers.

AbstractThis systematic literature review aims to synthesize the academic research on consumer ethnocentrism comprehensively. The study systematically examines the development of consumer ethnocentrism research over time, including publication years, publication outlets, authorship, countries, methods, and theories utilized. Based on the synthesized literature, this review proposes a conceptual framework that integrates consumer ethnocentrism’s reported antecedents, mediators, and consequences. Furthermore, a lexicometric analysis is conducted to identify key themes and trends in consumer ethnocentrism research. The review also identifies under-researched areas in consumer ethnocentrism and provides directions for advancing future research, emphasizing theory development, contextual considerations, characteristics, and methodologies. Overall, this systematic review significantly contributes to the existing body of consumer ethnocentrism literature and offers valuable practical insights for destination marketers and policymakers aiming to implement consumer ethnocentrism strategies effectively.

Purpose – This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda. Design/methodology/approach – A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles. Findings – Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework. Research limitations/implications – The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration. Originality/value – The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment. Objetivo – Este artículo revisa la literatura existente sobre la evaluación de los consumidores de productos en Realidad Virtual, proporciona una visión precisa de este campo, sistematiza el conocimiento desarrollado hasta el momento, identifica las lagunas en la investigación y propone una agenda de investigación futura. Metodología – Se realizó una revisión sistemática de la literatura en Scopus y Web of Science, que dio como resultado un conjunto final de 31 artículos. Resultados – Se identificaron cuatro temas principales y se propone una agenda de investigación detallada basada en las conclusiones y siguiendo el marco Teoría, Contexto, Características, Metodología. Limitaciones de la investigación – La provisión de criterios formales de inclusión y exclusión puede haber dado lugar a artículos adicionales potencialmente relevantes no indexados en el conjunto de datos considerado. Originalidad – El artículo destaca cómo se perciben los productos en la Realidad Virtual, las respuestas de los consumidores, las peculiaridades de la Realidad Virtual en comparación con otras condiciones y la Realidad Virtual como entorno de prueba de productos. Esta parece representar la primera revisión sistémica que se centra exclusivamente en cómo los consumidores evalúan los productos en la Realidad Virtual. Los resultados conducen a una amplia propuesta de direcciones para futuras investigaciones que puedan ampliar los conocimientos sobre la Realidad Virtual en el marketing. Las implicaciones prácticas se refieren al uso de la Realidad Virtual para diseñar estrategias de producto y como entorno de prueba y creación de prototipos. 目的 – 本文回顾了现有的关于消费者对虚拟现实产品评价的文献, 提供了这个领域的准确概述, 系统化了迄今为止的知识, 确定了研究差距, 并提出了一个未来的研究议程。 设计/方法/途径 – 在Scopus和Web of Science上进行了系统的文献综述, 最终形成了31篇文章的资料库。 研究结果 – 确定了四个主要的主题, 并根据研究结果, 按照理论、背景、特征、方法框架提出了详细的研究议程。 研究局限性 – 提供正式的纳入和排除标准可能会导致更多潜在的相关文章没有被收录到所考虑的数据集中。 原创性 – 文章强调了产品在虚拟现实中是如何被感知的, 消费者的反应, 与其他条件相比虚拟现实的特殊性, 以及虚拟现实作为产品测试环境。这似乎代表了第一个只关注消费者如何在虚拟现实中评估产品的系统性评论。研究结果为未来的研究方向提出了一个广泛的建议, 可以扩展营销中的虚拟现实知识。实际意义在于使用虚拟现实技术来设计产品策略, 并作为测试和原型设计环境。

This paper delves into the realm of green restaurants, which seamlessly combine environmentally conscious practices with culinary excellence. It scrutinized 106 reputable hospitality and tourism articles using systematic literature review methods. The analysis, featuring descriptive examination and topic modeling, revealed significant developments in green restaurant research and highlighted their potential to address sustainability challenges. Employing an adapted TCCM framework (Theory, Context, Characteristics, and Methodology), the review suggests new research directions, placing a heightened focus on the "characteristics" aspect to align academic insights with global priorities and industry requirements. This promotes actionable and collaborative strategies for eco-friendly restaurants. [ABSTRACT FROM AUTHOR]

Cause-related marketing (CaRM) has gained popularity as a method of boosting company value through profit-driven giving. Although the concept of CaRM has been widely researched, only a few authors have conducted systematic literature reviews on CaRM. Therefore, we examine the body of literature already in existence to find the factors that have been proven to influence people's decisions to involve in cause-related marketing campaigns. Using a Theory-Context-Characteristics-Methodology (TCCM) review framework, this research gives an in-depth understanding of the prevalent theories, contexts (i.e., industries and countries), characteristics (i.e., consumer-related factors, campaign-related factors, firm/brand-related factors, product-related factors, moderating variables, and mediating variables), and methods (i.e., research approaches and data analysis techniques) applied in CaRM research between the year 2010 and 2022. This study identifies factors impacting consumers' attitudes and purchase intention towards CaRM and offers strategic insights to marketers to develop more effective CaRM campaigns. The results of this study will be significant not only for managers but also for scholars and policymakers who seek to deepen their understanding of CaRM. [ABSTRACT FROM AUTHOR]

The relationship between career success and emotional intelligence has garnered substantial academic attention, prompting this systematic literature review to critically assess its impact. Spanning from 1995 to 2022, this review adopts the PRISMA and TCCM frameworks to examine 36 studies, focusing on the role of emotional intelligence as a predictor, mediator, moderator, and criterion in career success. The evidences predominantly indicate that emotional intelligence is a critical antecedent for various career‐related outcomes including objective and subjective career success. Further, emotional intelligence serves as a pivotal mediator in linking personality traits, career planning, and self‐efficacy to career outcomes, as elucidated in few studies. Moreover, some studies reveal its moderating role between career commitment and both objective and subjective career success. Additionally, emotional intelligence emerges as an outcome influencing emotional exhaustion and balance. The review synthesizes findings from nine theoretical frameworks, establishing a robust link between emotional intelligence and career success. This review not only affirms emotional intelligence as a substantial contributor to career advancement but also opens avenues for future research and practical applications in organizational contexts. [ABSTRACT FROM AUTHOR]

Copyright of REGEPE Entrepreneurship & Small Business Journal is the property of Revista de Empreendedorismo e Gestao de Pequenas Empresas (REGEPE) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of REGEPE Entrepreneurship & Small Business Journal is the property of Revista de Empreendedorismo e Gestao de Pequenas Empresas (REGEPE) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The primary objective of this study is to investigate the impact of financial literacy on consumer financial behavior through a systematic literature review. While numerous studies have explored this association, there is a lack of a comprehensive analysis that consolidates diverse insights and offers a holistic view. Our study addresses research questions, including the utilization of theoretical frameworks explaining the impact of financial literacy on consumer financial behavior. Also, we explore the diverse contexts encompassing industries, countries, and consumer types, involved in this relationship. We scrutinize the dependent, independent, control, mediating, and moderating variables involved, along with the methodological approaches utilized for assessing the impact. Employing the Theory, Context, Characteristics, and Methodology (TCCM) framework, we systematically analyzed 79 identified papers using the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) protocol. The findings highlight the multifaceted factors shaping individuals' financial decisions and behaviors, shedding light on the complex dynamics prevalent across industries, countries, and consumer segments. Our review offers insights into future research directions, advocating the integration of fresh theories and innovative methodologies to enhance existing knowledge. This study significantly contributes to academic understanding and offers valuable guidance for policymakers, businesses, and educators seeking to enhance financial literacy education and shape positive consumer financial behaviors. [ABSTRACT FROM AUTHOR]

Academic interest in understanding the role of financial technology (FinTech) in sustainable development has grown exponentially in recent years. Many studies have highlighted the context, yet no reviews have explored the integration of FinTech and sustainability through the lens of the banking aspect. Therefore, this study sheds light on the literature trends associated with FinTech and sustainable banking using an integrated bibliometric and systematic literature review (SLR). The bibliometric analysis explored publication trends, keyword analysis, top publisher, and author analysis. With the SLR approach, we pondered the theory-context-characteristics-methods (TCCM) framework with 44 articles published from 2002 to 2023. The findings presented a substantial nexus between FinTech and sustainable banking, showing an incremental interest among global scholars. We also provided a comprehensive finding regarding the dominant theories (i.e., technology acceptance model and autoregressive distributed lag model), specific contexts (i.e., industries and countries), characteristics (i.e., independent, dependent, moderating, and mediating variables), and methods (i.e., research approaches and tools). This review is the first to identify the less explored tie between FinTech and sustainable banking. The findings may help policymakers, banking service providers, and academicians understand the necessity of FinTech in sustainable banking. The future research agenda of this review will also facilitate future researchers to explore the research domain to find new insights.

This paper reviews influencer marketing (IM)-research in the tourism and hospitality (H&T) field to provide a state-of-the-art of the past, present, and future of IM-research. It identifies research themes, theoretical underpinnings, and methodologies utilized in IM-research. Seventy-five studies are examined through co-citation, bibliographic coupling and content analysis based on the TCCM (theory/context/characteristics/methodology) framework. Co-citation analysis reveals that IM-research focused on travel blogs, vlogs, celebrity endorsement, influencer authenticity. An assessment of recent studies through bibliographic coupling indicates a partial shift toward the study of more contemporary issues. This field-discipline-focused hybrid-review contributes to literature and practice by presenting the past, present, and future of IM-research. [ABSTRACT FROM AUTHOR]

As an essential psychological construct, financial self‐efficacy (FSE) has garnered considerable attention in the field of consumer finance and demonstrated its influence on financial outcomes. FSE has been regarded as a learned belief rather than an innate quality that can be nurtured over time. Notwithstanding the increasing significance of understanding consumers' FSE, this particular line of literature has not been examined as an independent research domain. Accordingly, this framework‐based review comprehensively represents the current state of literature on FSE by covering 64 articles published between 1999 and 2023, compiled based on the Scientific Procedures and Rationales for Systematic Literature Reviews protocol and the theory–context–characteristics–methodology framework. Based on the review findings, an integrated model of FSE is proposed, summarizing the study frameworks and constructs employed as antecedents, modifiers, and outcomes in investigating consumer's FSE. Further, the review has identified certain areas that were previously overlooked. As a result, a research agenda has been developed, consisting of 22 research questions and four research objectives, which will articulate the direction for future research. Finally, the paper concludes, signifying the contribution and practical implications for researchers, families, practitioners, and society in selecting the most effective measures for improving consumers' FSE. [ABSTRACT FROM AUTHOR]

The neuromarketing phenomenon has led to a makeover in the marketing area, and its application in the business world has generated a better insight into understanding diverse consumer behavior. This comprehensive study delves into the multifaceted world of neuromarketing. Employing a systematic literature review approach and reviewing 51 articles from the Web of Science database, the study aims to provide a holistic view of the neuromarketing field, offering valuable insights and directions for future research and practical application in the business and academic world. The key results of this study are classified into six distinct research themes: 1. Evolution of Neuromarketing, 2. Neuromarketing Definitions and Neuromarketing Tools, 3. Neuromarketing in Practice, 4. Social Value of Neuromarketing, 5. Neuromarketing and Consumer Behavior, and 6. Neuromarketing for Sustainable Business Development. The results of the study are based on the 4W framework (What, Where, Why, and How) and the TCCM framework (Themes, Contexts, Characteristics, and Methodology). The study underscores the significance of neuromarketing to businesses and serves as a provocative call to action for businesses to study its potential which traditional marketing techniques may overlook. This study is notable for its investigation of theoretical evolution, definitions, tools, practices, social value, and influence on consumer behavior within the discipline. Its contribution unfolds to sustainable business development, where neuromarketing can facilitate sustainable products and practices by understanding consumer behavior. This study presents valuable insights and sets the stage for future research through theoretical advancements in neuromarketing. It further acts as a foundational resource for marketers and researchers in augmenting their theoretical and practical acumen.

This study aimed to analyze the existing literature between 2010-2022 that covers brand performance as a highly relevant issue in the field of Brand Management and provide an accurate mapping of theoretical contributions by studying research outcomes, methods, approaches, and measurements, across empirical studies (MacInnis, 2011). Considering the potential influence of internal and external factors of the organization on brand performance, there needs to be more conceptual development and a systematic examination of how researchers in brand management should conceptualize and measure brand performance properly. The findings and future research agenda are presented under the TCCM Framework proposed by Paul and Rosado-Serrano (2019). The results suggest that 1) analyzing the characteristics and context of the market in which the brand is present before the definition of its evaluation is of the utmost importance, due to brand performance is the result of synergistic relationships between different internal and external factors, and stakeholders of the organization; 2) previous studies had focused on addressing multinational brands in developed markets, which make necessary to build new knowledge by considering the smaller brands, different types of markets and economies; and 3) identifying determinants of brand performance is as relevant as measuring it. Finally, we contributed with additional and actionable steps for researchers to systematically improve research and managerial practice in the future. [ABSTRACT FROM AUTHOR]

Academic interest in understanding the role of financial technology (FinTech) in sustainable development has grown exponentially in recent years. Many studies have highlighted the context, yet no reviews have explored the integration of FinTech and sustainability through the lens of the banking aspect. Therefore, this study sheds light on the literature trends associated with FinTech and sustainable banking using an integrated bibliometric and systematic literature review (SLR). The bibliometric analysis explored publication trends, keyword analysis, top publisher, and author analysis. With the SLR approach, we pondered the theory-context-characteristics-methods (TCCM) framework with 44 articles published from 2002 to 2023. The findings presented a substantial nexus between FinTech and sustainable banking, showing an incremental interest among global scholars. We also provided a comprehensive finding regarding the dominant theories (i.e., technology acceptance model and autoregressive distributed lag model), specific contexts (i.e., industries and countries), characteristics (i.e., independent, dependent, moderating, and mediating variables), and methods (i.e., research approaches and tools). This review is the first to identify the less explored tie between FinTech and sustainable banking. The findings may help policymakers, banking service providers, and academicians understand the necessity of FinTech in sustainable banking. The future research agenda of this review will also facilitate future researchers to explore the research domain to find new insights. [ABSTRACT FROM AUTHOR]

Preventive healthcare behavior (PHB) refers to actions taken by consumers to avert possible incidences of lifestyle diseases. Over the years, diverse approaches have been used to comprehend the complex nature of PHB. This paper follows a three‐step process to examine work done in the PHB domain. At the outset, past literature was examined. This review included PHB models and frameworks, followed by a root‐cause analysis to identify factors that impacted PHB adoption. A systematic literature review (SLR) using a domain‐based hybrid review approach was the study's third and most crucial part. The SPAR‐4‐SLR (scientific procedures and rationales for systematic literature reviews) protocol was used to conduct the hybrid review, involving two separate review studies. In the first study, a bibliometric analysis was carried out, wherein a trend analysis was conducted on an initial pool of 1011 primary peer‐reviewed publications (1998–2023). The trend analysis was followed by a co‐citation network analysis of 39,608 secondary articles, which validated the importance of primary articles as indicated by the co‐citations in these secondary articles. Further, a purification process based on reliability, validity, and replicability criteria resulted in a final pool of 190 relevant articles. These articles were subjected to a thematic analysis. Next, a framework‐based review based on the theories, contexts, characteristics, and methods (TCCM) framework was conducted on the 190 articles. This step validated the primary study findings. Additionally, it examined and reported the underlying theories, context (country level), characteristics, and methods adopted by previous PHB studies. This analysis helps in indicating the future research agenda regarding PHB. Furthermore, the inferences drawn from the two studies were used to propose a conceptual framework for understanding consumers' PHB decisions based on the antecedents, decisions, and outcomes (ADO) framework. The framework posits that specific personal, demographic, cultural, social and socioeconomic factors are precursors to PHB adoption. This PHB adoption, in turn, has positive outcomes such as enhanced quality of life, consumer wellbeing, health promotion, health behavior change, and planning. The comprehensive review and proposed framework will significantly help advance knowledge about PHB. Apart from contributing to the academic literature, learnings from this study hold value for practitioners at the global level for designing actionable strategies for preventive healthcare products and services. [ABSTRACT FROM AUTHOR]

Consumer well‐being (CWB) refers to the cognitive and emotional reactions of consumers in response to their consumption experiences. It encompasses three elements: consumer satisfaction, positive emotions and perceived quality of life. In the past few years, there has been significant research growth in the field of CWB. However, a lack of effort is observed in reviewing this emerging and evolving field of research. This review utilises the Theory–Context–Construct–Methods (TCCM) framework given by Paul and Rosado‐Serrano (2019) (International Marketing Review, 36(6), 830–858), to delve into the prominent theories, contexts (i.e., countries and industries), characteristics (major factors and variables) and methods (i.e., research designs and analysis) used in CWB research spanning over the past 24 years (1998–2022). Through a systematic analysis and synthesis of 142 articles, an overview of this research field is provided, establishing a path for future agenda within the TCCM framework. This review reveals a prevalence of single‐theory approaches, with studies primarily focusing on theories such as the self‐determination theory and the attribution theory. Furthermore, CWB research demonstrates a stronger inclination towards examining the services industry context compared to other industries covered in the literature. Additionally, the review emphasises the need for further research on countries with emerging economies. Detailed future research directions are presented. [ABSTRACT FROM AUTHOR]

The notion of 'anthropomorphism' has been a subject of intrigue for transdisciplinary academics and scholars for the longest time, as the origin of this concept dates back to the BCE (Before Common Era). Over the past few decades, anthropomorphism literature has been burgeoning in the marketing discipline and its subfields (branding, advertising, consumer behaviour, etc.). This relatively novel stream adopts anthropomorphism as a concept and offers fascinating insights into consumers and their choices, behaviour, and intentions. Although there have been several qualitative review‐based assessments of anthropomorphism within the marketing field, none have been informed by quantitative tools or through a framework‐based approach. Our hybrid variant of systematic review fills this gap by using bibliometric techniques (performance analysis, co‐authorship analysis of countries and authors, and co‐word analysis of keywords) and Theories‐Context‐Characteristics‐Methods (TCCM) framework to show the evolution, trends, and intellectual structure of anthropomorphism in consumer behaviour research. We depict the evolving trajectory and trends over time using a sample of 432 peer‐reviewed journal articles and 27,671 secondary references (between 2005 and 2023) on anthropomorphism in consumer behaviour. Significant results include identifying and describing the most influential authors, articles, journals and countries, different research streams, their development, and future research directions. We also present six knowledge clusters delineating the intellectual knowledge structure of the field. An additional section depicting theories employed, characteristics explored, contexts examined, and methods utilized in the domain have also been presented. Furthermore, we used the TCCM framework to orchestrate possible trajectories for future research. By doing this, we offer academics and practitioners a systematic comprehension of the advancements in the domain and a comprehensive road map for future research. [ABSTRACT FROM AUTHOR]

Given the importance of content that integrates into consumers' daily lives, marketing academics are becoming more interested in content marketing. Although academics have studied digital marketing research for decades, their understanding of content marketing remains limited. The purpose of this study is to perform a comprehensive review of the existing literature on content marketing and an equally comprehensive research analysis in the field. Accordingly, the study synthesizes 112 items of content marketing literature, using bibliometric analysis and the TCCM framework, to examine the evolution of content marketing research over the last 7 years (2015–2021). Furthermore, the study also develops an integrated conceptual framework, showing antecedents, mediators, moderators, and consequences of content marketing. This systematic review demonstrates that content marketing research continues to develop because of emerging technologies and online platforms, which provide opportunities for enhancing content strategies and practices. Finally, the paper suggests certain areas that have been neglected but which would lead to further investigations that advance this area of study. This comprehensive literature study adds to the body of knowledge on content marketing. [ABSTRACT FROM AUTHOR]

The neuromarketing phenomenon has led to a makeover in the marketing area, and its application in the business world has generated a better insight into understanding diverse consumer behavior. This comprehensive study delves into the multifaceted world of neuromarketing. Employing a systematic literature review approach and reviewing 51 articles from the Web of Science database, the study aims to provide a holistic view of the neuromarketing field, offering valuable insights and directions for future research and practical application in the business and academic world. The key results of this study are classified into six distinct research themes: 1. Evolution of Neuromarketing, 2. Neuromarketing Definitions and Neuromarketing Tools, 3. Neuromarketing in Practice, 4. Social Value of Neuromarketing, 5. Neuromarketing and Consumer Behavior, and 6. Neuromarketing for Sustainable Business Development. The results of the study are based on the 4W framework (What, Where, Why, and How) and the TCCM framework (Themes, Contexts, Characteristics, and Methodology). The study underscores the significance of neuromarketing to businesses and serves as a provocative call to action for businesses to study its potential which traditional marketing techniques may overlook. This study is notable for its investigation of theoretical evolution, definitions, tools, practices, social value, and influence on consumer behavior within the discipline. Its contribution unfolds to sustainable business development, where neuromarketing can facilitate sustainable products and practices by understanding consumer behavior. This study presents valuable insights and sets the stage for future research through theoretical advancements in neuromarketing. It further acts as a foundational resource for marketers and researchers in augmenting their theoretical and practical acumen. [ABSTRACT FROM AUTHOR]

Live streaming allows streamers and viewers to watch, create, and share videos in real time on topics from gaming, shopping, and social channels to tourism and entertainment. It is distinct from earlier forms of social media in that it allows for real‐time interaction and is extremely synchronous. That makes live streaming an important new area of enquiry. Yet live streaming platforms, streamers, and scholars lack an informed structure from which to build more holistic understanding and strategy. Following the theory–context–characteristics–methodology framework, we undertake a framework‐based systematic literature review of 89 articles to source, review, and synthesize disparate findings in the arena of live streaming and live streaming commerce users' motivation and interactions. A dual stimulus–organism–response integrative framework is developed to further explore the characteristics of interaction and motivation factors. A future research agenda highlights areas of research focus that are critical next steps for scholars. [ABSTRACT FROM AUTHOR]

In the context of emerging sustainability challenges, demarketing has continued to draw the attention of academicians and practitioners globally over the past few years. It is interesting to note that demarketing is as old as marketing itself, yet its application and scope have grown from the past two decades only. Kotler and Levy, (1971) has defined demarketing as "that aspect of marketing which deals with discouraging customers in general or a certain class of customers in particular on a temporary or permanent basis". This systematic literature review attempts to enrich the discussion on demarketing research through a systematic and comprehensive review of 64 articles published between 2000 and 2022. Using TCCM framework, we present relevant theories, research contexts, study characteristics, and methodologies used in demarketing research. Our review (1) Presents a systematic and comprehensive overview of the research in demarketing over the last two decades (2) Examines studies in demarketing within the framework of 'triple bottom line' approach for sustainability (3) Suggests a suitable definition of demarketing considering its exorbitant application within the sustainability context (4) Identify gaps and sets agenda for future research. Our systematic literature review found that research in demarketing has been growing considerably over the past two decades, twice as much in the last decade compared to the previous decade with spill‐over to new sectors. The literature review, through the lens of 'triple bottom line' approach, is able to establish that demarketing can be employed to effectively address the sustainability challenges encountered by policymakers and practitioners. [ABSTRACT FROM AUTHOR]

The recent growth in digital marketing investments and revenues has attracted the attention of both marketing practitioners and scholars. However, this growth has dramatically increased users' exposure to ad messages, encouraging consumers to avoid them. Therefore, ad avoidance has become a major problem for marketing practitioners. Although researchers have become much more interested in this subject over the past two decades, the body of knowledge on ad avoidance in the digital environment remains fragmented due to the lack of a comprehensive review. Therefore, a holistic overview study is needed that focuses on the big picture and can help researchers to understand the literature comprehensively. This study aims to provide a comprehensive understanding of the topic using a systematic literature review approach on digital ad avoidance. To this end, we provide an in‐depth content analysis of 56 relevant articles published in 31 peer‐reviewed scientific journals up to December 31, 2021. Based on a theories, contexts, characteristics, and methods (TCCM) framework, the study results shed light on 'what do we know, how do we know, and where should research about digital ad avoidance research be heading?' Additionally, drawing on the content analysis, we have presented an integrative framework that considers antecedents, outcomes, mediators, and moderators, which can help develop the field systematically and guide future research. By doing so, we think this review meets the need to give an overview of the state‐of‐the‐art scientific body of knowledge on digital ad avoidance and makes important and solid contributions to the literature, practical implications, and future research directions based on the findings. [ABSTRACT FROM AUTHOR]

AbstractTo forestall future financial crises, risk governance has been embraced as a line of defense. Therefore, this paper seeks to synthesize the risk governance literature, identifying gaps, and suggesting direction for future research, through a systematic literature review (SLR). Analyzing 151 papers from the Scopus and Web of Science databases, this paper finds a steady increase in academic work on risk governance. Using the theory, context, characteristics, and methodology (TCCM) framework, the study emphasizes the importance of chief risk officers, geographical context coverage, and effectiveness and regulation of risk governance. Methodologically, endogeneity issues are a major concern for researchers, agency theory (AT) being the most popular theory used. Finally, moderating and mediating variables that affect risk governance are identified as important but under-explored. While providing practitioners and policymakers with a framework, empirical testing is encouraged. The study contributes to SDG Goal 8, Target 10 of strengthening financial institutions and promoting a resilient financial system.

There exists a huge difference in sustainability reporting adoption & implementation within and between countries which affect achievement of desired results at global level for environmental protection and social development. This study summarises and analyses 133 studies of sustainability reporting published between year 2004 and 2022 in web of sciences (WoS) database through Bibliometric Analysis and also used Theory, Context, Characteristic Methodology framework to represent the state of research in this field for the first time. The study is divided in two sections (1) develop an understanding on sustainability reporting trends and thematic evolution, and (2) discussion on challenges of sustainability reporting adoption and implementation. The present study consolidates the state of research on sustainability reporting. The study finds a thematic shift since 2017 onwards and a significant increase in publications since 2018. It identifies four major thematic clusters namely, sustainability reporting, board gender diversity, content analysis, and ESG disclosure which reveals that ESG reporting, ESG disclosures, and sustainability stakeholder impact assessment has high potential for future research. It also contributes by identifying most prominent theories in the field viz stakeholder, legitimacy and institutional theory and preferred methodology as qualitative research. It finds emerging themes as Sustainability Reporting Quality, ESG disclosure, cross‐country evaluation and also highlights most relevant keywords and trends in the research field. Study recognises lack of common definition and conceptual understanding, standards measurement metrics and cross‐country evaluations as major challenges which stands as big problem at policy formation and implementation stage. [ABSTRACT FROM AUTHOR]