The literature has frequently studied the effect of privacy concerns, irritation, trust, incentives, enjoyment, innovativeness, usefulness, ease of use and subjective norms on mobile advertising value. However, the findings are inconsistent regarding the real effect of these antecedents, leaving practitioners uncertain about which antecedents to rely upon to design effective mobile advertisements triggering a problem for them. Using a meta-analytic approach, the current research synthesises 211 empirical studies to test the relationship between these antecedents and advertisement value, which subsequently influences attitudes, intentions, and actual behaviour of receiving mobile advertisements. In terms of findings, our study suggests that usefulness is the strongest driver of advertisement value, whereas irritation is the strongest mitigator, and subjective norms have minimal influence. Similar patterns were observed for the effect of the antecedents on attitudes and intentions. Findings also suggest that strength of these relationships varies depending on contexts and methodological approaches adopted in prior studies. Specifically, the effects of antecedents on the outcome variables are comparatively stronger in recent studies, published in high-quality journals, in developed countries, younger samples, experimental designs, smartphone contexts, customized ads, permission-based and location-aware ads, and in-app formats. Accordingly, this study resolves the inconsistent findings of previous research which makes a novel contribution to the mobile advertising literature. Regarding implications, we recommend mobile advertisers use precision targeting using customers’ geographical area and age group, prioritise customised content over generic campaigns, and adopt permission-based communication as a standard practice.

Purpose Though affiliate marketing (AM) is a widely used digital marketing strategy, a comprehensive synthesis of the literature on this domain and a coherent framework for comprehending the dynamics of this marketing method do not exist. Hence, this study has been conducted to synthesize the literature on AM. Design/methodology/approach This study adopted a hybrid review process incorporating a structured literature review and lexicometric analyses. This study also used the theory, characteristics, context and methodology framework to propose future research directions. Findings The synthesis showed that only a few theories have been used in AM research while surveys have been main methodological choice. This review suggests a conceptual framework by including the antecedents, mediators and outcome variables reported in the AM literature. Lexicometric analysis demonstrated that “online sales”, “digitalization of the market” and “customer responses” are the main themes investigated in AM research over time. Research limitations/implications This review chooses journal articles based on precise inclusion and exclusion criteria and focuses solely on papers published in English. Therefore, the generalizability of the findings to the full body of AM literature may be limited. Originality/value The literature in the AM domain lacks coherence, indicating the necessity for a detailed synthesis. This study synthesizes AM research to show how it has evolved over time and presents a framework that offers a comprehensive explanation of this phenomenon.

Purpose This study aims to systematically review the experiential marketing (EM) literature by synthesizing the scholarly articles on this domain. Design/methodology/approach This study adopted a hybrid review method comprising both structured literature review (adhering to the PRISMA framework) and lexicometric analysis. Findings The findings showed that several theories have been applied to EM research with stimulus-organism-response theory, cognitive-affect-behaviour model and flow theory being prominently used. The review also proposes a conceptual framework that illustrates the relationships between antecedents and consequences reported in the EM literature. Lexicometric analysis identified four major themes in EM research, including types of marketplaces, consumer responses, service aspects and active purchase behaviour. Research limitations/implications The findings of this research were restricted to articles that met the predetermined criteria. As a result, the findings cannot be generalized to all EM research. Practical implications This study provides suggestions for retailers, marketing personnel and policymakers to use EM strategies as part of marketing campaigns and strategic decision-making. Originality/value While the EM literature is growing, it is often incoherent and fragmented. This study addresses this gap by synthesizing research in this field to provide a comprehensive understanding of the EM phenomenon. Furthermore, the review identifies under-researched areas in the EM domain and suggests future research directions with respect to alternative theories, context, characteristics and methods to extend research in this domain.

This study integrates three theories, namely, technology acceptance model, privacy calculus theory, and theory of planned behavior into a meta-analytic framework to synthesize permission marketing literature and to give generalizable findings on how various factors such as perceived ease of use, perceived usefulness, perceived benefits, perceived risks, perceived behavioral control, and subjective norm drive consumers’ acceptance of permission marketing. 56 research papers were considered for this study, which constituted a collective sample size of 17,920 respondents across 22 countries. MASEM technique and moderation analysis were performed using AMOS-27 to test the proposed hypotheses. Results indicate that perceived ease of use, perceived usefulness, perceived benefits, perceived behavioral control, and subjective norms facilitate consumers’ participation in a permission marketing campaign, whereas perceived risk inhibits it. Moderation analysis indicates that four methodological (gender dominance, country of study, sample size, and sample type) and two contextual (medium/channel of permission marketing, and type of business setting) moderators contribute to the inconsistent findings in the permission marketing domain. Being the first meta-analysis, this study contributes to the permission marketing domain by demonstrating generalizable findings regarding the nature and strength of the association between the variables investigated in this domain and revealing the rationale behind the inconsistent findings reported across studies. In terms of practical contributions, this study suggests insightful practical implications for marketers/retailers in designing effective permission marketing campaigns to attract more subscriptions.

Purpose This study aims to propose a meta-analytical framework using the underpinnings of cognitive-affective-conative framework to synthesize the online shopping cart abandonment (OSCA) literature. Further, this study identifies consistent relationships between OSCA and its antecedents from global perspective.Design/methodology/approach This study synthesized the findings of 72 studies by performing a meta-analysis using bivariate analysis and meta-analysis structural equation modeling. Additionally, heterogeneity tests and moderation analysis were conducted to examine the reasons for inconsistent findings.Findings The results indicate that while cognitive factors, i.e. attitude towards website-related factors (perceived informational and visual effectiveness) mitigate customer hesitation leading to OSCA, personal factors (perceived risk, perceived cost and perceived transaction inconvenience) trigger it. Moderation analysis shows that these effects vary in the OSCA literature depending on differences in methodological (gender dominance, country of the study and sample characteristics) and contextual (buying process stage, product categories and time period) factors across studies in the OSCA literature.Research limitations/implications This study synthesized the most popularly studied factors in OSCA domain. Future empirical studies can focus on understudied factors that have been suggested in future research directions.Practical implications This study suggests pragmatic strategies, such as incorporating augmented reality, corporate digital responsibility and targeted deals to mitigate OSCA and address customer hesitation.Originality/value This study, being a pioneer meta-analysis in OSCA domain, offers novel insights into the OSCA literature. This study proposes a model using the cognitive-affective-conative framework to consolidate the relationships between the antecedents in the OSCA domain and also demonstrates potential causes of contradictory results reported in this domain. Thus, this meta-analysis is a silver line in the OSCA domain.

Purpose The aim of this study is to perform a systematic literature review on retail agglomeration literature and present an agenda of future research in this domain. Design/methodology/approach To synthesize and evaluate the retail agglomeration literature, the study adopts a structured systematic literature review approach. Additionally, the study employs the Theory-Context-Characteristics-Methodology (TCCM) framework to present future research directions in the retail agglomeration domain. Findings This review proposes a conceptual framework showing the relationships between the antecedents, mediators and consequences reported in the retail agglomeration literature. Lexicometric analysis shows that the key themes of retail agglomeration research are retail store selection and retail performance, retail location strategy and store format, customer perceptions, behavior and expectations. Research limitations/implications Specific criteria used for the inclusion of literature limits articles considered for the current systematic review. Also, only those articles published in English were considered. Practical implications Based on the proposed model, this review presents strategies to enhance the performance of retail agglomeration. Originality/value This study has systematically synthesized the retail agglomeration literature to explore its development over time and proposes a research framework which provides a comprehensive understanding of retail agglomeration literature.

Irrespective of exponential rise in mass-prestige based consumption, the findings reported by studies regarding motives and options shaping masstige purchase are inconsistent. This meta-analysis resolves these inconsistent findings by synthesising masstige consumption literature based on an integrated framework developed with the underpinnings of stimulus-organism-response model and shopping preference theory. Four shopping motives (functional value, monetary incentives, desire and emotions) and two shopping options (store environment and offline shopping) prominently drive attitude and buying intention around masstige brands. The variation in the findings reported in masstige consumption literature can be attributed to contextual (cultural perspectives, consumer need, macro-economic conditions and consumers' geographical locations) and methodological (research methods, sample type and gender dominance) factors. Our study, being the pioneer meta-analytic study on masstige consumption, distinguishes masstige consumption from luxury consumption concluding that functional values and monitory incentives; but not brand prestige and uniqueness, are the prime motives for masstige consumption. Following these intriguing findings, we offer several insightful implications for marketers of masstige brands.

Purpose The purpose of this study is to combine two types of meta-analytical approaches, i.e. SEM-based meta-analysis and fuzzy set qualitative comparative analysis (fsQCA)-based meta-analysis. It also integrates the underpinnings of the theory of planned behaviour (TPB) and attitude-behavior-context theory in the green consumption context to propose solid relationships between the factors driving green consumption and uses a moderation analysis to address the inconsistent findings reported regarding these relationships. Design/methodology/approach By integrating the findings from 144 studies, a meta-analysis was performed, adopting several analytical methods: path analysis, moderation analysis and fsQCA. Findings SEM-based meta-analysis suggests that socio-psychological factors enhance purchase intention towards green offerings, which in turn drives green purchase behaviour. fsQCA-based meta-analysis shows how socio-psychological factors and contextual factors jointly in different combinations lead to high and low green purchase behaviour. Moderation analysis finds that consumers’ cultural identities, development status of the country and internet access level of countries cause inconsistencies in the green consumption literature. Research limitations/implications The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed. Also, the authors might have missed some relevant papers that did not use the keywords specified for the paper search. Practical implications The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural identities, development status of the countries and internet accesses level of countries, to harvest positive customer responses. Originality/value This study proposes a hybrid meta-review approach by combining SEM-based meta-analysis and fsQCA-based meta-analysis, thereby advancing the methodological rigour of the meta-analytic approach. Further, this study incorporated socio-psychological factors and contextual factors driving green consumption based on the integration of TPB and Attitude-Behavior-Context theory. Moreover, the authors have investigated the possible reasons for inconsistent findings reported in the literature.

PurposeThis study aims to conduct a systematic review of rebranding literature and suggest avenues for advancing research in this domain. Design/methodology/approachThis study adopted a hybrid review method comprising both structured literature review and lexicometric analysis. FindingsThe literature review suggests that rebranding research has evolved from focusing on basic brand revitalization efforts to exploring complex brand equity and identity factors such as consumer emotions, brand communication and corporate values. Further, a conceptual framework is developed from the synthesis, integrating the commonly reported antecedents, mediators, moderators and consequences within the rebranding literature. Moreover, lexicometric analysis shows that “consumer aspects”, “corporate strategy”, “market” and “nature of business” are key themes in the rebranding domain. Research limitations/implicationsThis review applied specific inclusion and exclusion criteria to select journal articles and exclusively considered papers published in English. Consequently, the generalizability of the findings to the entire rebranding literature is uncertain. Practical implicationsThis study recommends brand managers focus on key drivers of rebranding success such as brand communication, perceived logo change and brand loyalty. Managers should engage loyal customers during the rebranding journey, ensure clear communication of brand changes, and align rebranding with corporate culture and employee engagement. Further, employee involvement and strategic brand communication can enhance consumer acceptance of rebranding initiatives. Originality/valueThough rebranding literature is expanding, 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 offer valuable synthesis and insights into the rebranding literature; however, they are constrained by the specific scope and inclusion and exclusion criteria used in this review, and consequently, the synthesis and findings may not encompass all rebranding research.

This study aims to perform a thorough synthesis of the literature on consumer vulnerability through a systematic review of total 87 research papers in this field, published in top-tier journals as defined by Journal Citation Report's (JCR) impact factor of at least 1.0 or an A*/A rating in the Australian Business Deans Council (ABDC) journal quality list. A thorough synthesis of the literature on consumer vulnerability was presented using a hybrid review approach that integrated bibliometric and lexicometric analysis with a systematic literature review. Numerous theories have been applied to the study of consumer vulnerability, according to the findings, with the social exchange theory, resource-based theory, and consumer culture theory being the most frequently utilized. A conceptual framework that depicts the connections between the antecedents, mediators, and effects mentioned in the literature on consumer vulnerability is also suggested by the review. Four main themes in consumer vulnerability research were found by lexicometric analysis: research and consequences, behavioral aspects of consumer vulnerability, characteristics of vulnerable consumers, and sources of consumer vulnerability. Finally, we interviewed five academic experts and five industry experts to validate the findings and model. The review provides critical insights for marketing managers, merchandisers, and policy-makers to address and reduce consumer vulnerability. While the consumer vulnerability literature is growing, it is often incoherent and fragmented. This study addresses this gap by synthesizing research in this field to provide a comprehensive understanding of the consumer vulnerability phenomenon. To expand research in this field, the study also identifies understudied aspects of consumer vulnerability and makes recommendations for future research directions including alternative theories, context, characteristics, and methodologies.

This paper aims to systematically review the literature on electronic shopping cart abandonment (ESCA). It analyzes the development of ESCA literature in terms of publication trends, publication outlets, number of citations, methodologies, and theoretical underpinnings. Furthermore, based on the literature synthesis, this review proposes a conceptual framework integrating the widely used antecedents, mediators, and moderators that influence ESCA. The antecedents include customer attributes and website-related factors while research and comparison mediate the relationship between these antecedents and ESCA. Using lexicometric analysis, this SLR identified key themes studied in ESCA literature over time, including customer decision-making criteria, motives and characteristics, online shopping environment, and website attributes. Further, this SLR suggests future research directions to advance ESCA literature from theoretical, contextual, and methodological perspectives. This SLR also suggests strategies for e-retailers and marketers to overcome ESCA. Overall, this review is a silver line in ESCA literature.

In the competitive travel accommodation market, peer-to-peer accommodation (P2PA) providers are in desperate need of a value proposition framework that will assist them in guiding the development of an 'engaged' customer base. However, currently, the P2PA literature does not provide such a framework that includes a comprehensive list of tangible and intangible values driving customer engagement (CE). Underpinned by the service-dominant (S-D) logic theory, we adopted a big data-based, two study approach to identify these values (and their composites) that drive CE in P2PA. Study 1 was conducted to identify important tangible and intangible values driving customers to engage with P2PA. This qualitative study adopted a text-mining and sentiment analysis approach which was performed on 499,160 customer reviews. The subsequent quantitative study (Study 2) used a multi-factor ANOVA analysis (i.e., Automatic Linear Modelling) to examine 19,060 listed houses using their star ratings and other available quantitative data (e.g., accommodation cost, response rate and number of rooms). Our findings present an S-D logic-based value proposition framework for enhancing CE in P2PA. This framework shows that customers consider seven tangible-intangible values (i.e., accommodation, perceived enjoyment, perceived friendliness, perceived convenience, surrounding, perceived response and trustworthiness) in creating three values (i.e., re-adopt, recommend, and refer P2PA) for P2PA-platform providers and listed-houses. Overall, by developing an S-D logic-based framework and identifying salient values in P2PA value co-creation, this research extends both the P2PA literature and S-D logic theory. We also provide insightful recommendations for P2PA providers.

This study proposes a meta-analytic framework with the underpinnings of unified theory of acceptance and use of technology, value-based adoption model, and brand relationship quality theory to summarise online food delivery (OFD) literature. Meta-analytic bivariate analysis was used to test the relationships in the proposed model. Further, by performing moderation analysis, this meta-analysis resolves inconsistencies in the findings reported in the domain’s literature. Performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived risk determine perceived value, while perceived value has a significant positive impact on usage behaviour which in turn triggers satisfaction, trust, and loyalty. Moderation analysis indicates that these effects can vary in the OFD literature depending on various contextual and methodological moderators. This review, being the pioneer meta-analysis in OFD domain, advances the domain’s literature. Practically, the findings provide several implications for enhancing consumers’ perceived value and customer responses to OFD services.

This study aims to predict the determinants of mobile fintech apps and digital financial inclusion from the perspective of the Bottom of the Pyramid (BOP) segment in Indonesia. To address the complexities of BOP users, this paper theoretically grounded on Mobile Technology Acceptance Model (MTAM) (i.e. mobile usefulness (MU), mobile ease of use (MEU)) along with its relevant extension including personal factor (digital financial literacy (DFL)), financial risk factor (mobile perceived financial cost (MPFC)), and consequent factors (i.e. use behavior (UB), and digital financial inclusion (DFI)). The moderating impact of gender was also tested. A survey instrument that was self-administered and comprised measurement items adapted from prior research was utilized to gather data from 200 mobile fintech BOP users residing in Makassar, South Sulawesi. According to the results of the PLS-SEM test, seven hypotheses were accepted, while two were rejected. In addition, it was confirmed that men play a more prominent role than women in strengthening mobile fintech use and digital financial inclusion.

PurposeSmartphone apps collect users' personal information, which triggers privacy concerns for app users. Consequently, app users restrict apps from accessing their personal information. This may impact the effectiveness of in-app advertising. However, research has not yet demonstrated what factors impact app users' decisions to use apps with restricted permissions. This study is aimed to bridge this gap.Design/methodology/approachUsing a quantitative research method, the authors collected the data from 384 app users via a structured questionnaire. The data were analysed using AMOS and fuzzy-set qualitative comparative analysis (fsQCA).FindingsThe findings suggest privacy concerns and risks have a significant positive effect on app usage with restricted permissions, whilst reputation, trust and perceived benefits have significant negative impact on it. Some app-related factors, such as the number of apps installed and type of apps, also impact app usage with restricted permissions.Practical implicationsBased on the findings, the authors provided several implications for app stores, app developers and app marketers.Originality/valueThis study examines the factors that influence smartphone users' decisions to use apps with restricted permission requests. By doing this, the authors' study contributes to the consumer behaviour literature in the context of smartphone app usage. Also, by explaining the underlying mechanisms through which the principles of communication privacy management theory operate in smartphone app context, the authors' research contributes to the communication privacy management theory.

Purpose This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature. Design/methodology/approach By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis. Findings VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status. Research limitations/implications The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed. Practical implications The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses. Originality/value This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

Over the years, the retail sector has been showing increasing interest in inculcating sustainable consumption practices and behaviors among their consumers. This study, accordingly, explores how retailers can contribute to addressing consumers’ various psychological dispositions to co-create sustainable consumption in the retail context. In that regard, the MAPED framework has been developed corresponding to White et al.’s SHIFT framework for exploring the process and mechanism of co-creating sustainable consumption in the retail sector. This comprehensive conceptual framework has been developed using a methodological approach of critical review and analysis of the extant academic literature on value co-creation and sustainable consumption. Accordingly, this study attempts to contribute to both sustainable consumption and value co-creation literature.

PurposeDespite a growing interest in investigating green skepticism, there has been a paucity of effort in synthesizing green skepticism research. This study aims to synthesize extant green skepticism research. This study is useful in providing a comprehensive synthesis of research on green skepticism and identifying key gaps in the existing literature, thereby paving the way for future research directions. This research demonstrates a comprehensive understanding of the dominant theories, contexts (i.e. countries), characteristics (i.e. key variables and their associations) and methods (i.e. research design) employed in green skepticism research. Design/methodology/approachA hybrid review method that combined an Systematic Literature Review (SLR) with lexicometric analysis was employed to present a comprehensive synthesis of the green skepticism literature. FindingsThe findings showed that many theories have been applied to green skepticism research with the theory of planned behavior and attribution theory being prominently used. The review also proposes a conceptual framework that illustrates the relationships between antecedents and consequences reported in the green skepticism literature. Lexicometric analysis identified six major themes in green skepticism research, including trust in green products, product-related attributes, environmental attributes, social responsibility, organic consumption and promotional campaigns. Research limitations/implicationsThis review included only papers authored in English. Consequently, studies conducted in other languages were not taken into account. Future research could broaden the understanding of green skepticism by incorporating studies conducted in different languages. Practical implicationsThis study provides practical implications for retailers, marketers and policymakers to combat green skepticism and encourage the purchase of green items. This study suggests integrating endorsements from authorized third-party organizations or celebrities into green marketing campaigns to reduce skepticism. Further, aligning corporate social responsibility efforts with genuine social welfare goals can build consumer trust. Finally, securing third-party endorsements for ecological claims will emphasize product credibility and drive green purchase intention. Originality/valueTo the authors' knowledge, this study represents the first attempt to review the extant literature in green skepticism by integrating a systematic review approach, lexicometric analysis and the Theory-Context-Characteristics-Methodology framework. Through this approach, (1) SLR provides a detailed synthesis of green skepticism research to date, (2) Lexicometric analysis aids in the identification of key themes investigated in green skepticism research to date, and (3) the TCCM framework assists in identifying crucial avenues for future research endeavors in the realm of green skepticism.

Despite gaining popularity in recent years, limited studies have explored revisit intentions towards green hotels. This study investigates the role of personal values on green hotel attributes and revisits intentions. Qualitative data were collected through in-depth interviews using laddering interviews from 47 tourists. The data collection took place in an informal setting: a cafe over a coffee or telephone. The interviews were transcribed, arid on the 463 pages transcript, open and axial coding were performed. The study drew from means-end theory and developed a hierarchal value map linking attributes, consequences, and values. The study contributes to means-end theory green hotel literature by identifying seven attributes (e.g. food, property) leading to eight consequences (e.g. organic taste, natural relaxation, being in nature) and thereby fulfilling nine customers' values (e.g. health, inner harmony, the world of beauty). The study also provides practical strategies for green hotel managers.