Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns

Despite its importance for both e-commerce and traditional offline vendors, managing paid search campaigns is often based on trial and error. In particular, neither research nor practice has extensively addressed identifying relevant keywords and setting appropriate matching options. The authors develop a model based on a keyword's intrinsic and extrinsic information content to shed light on how keyword characteristics affect campaign performance. Intrinsic information includes linguistic aspects and user- and content-related features, which can be indirectly changed through extrinsic information such as matching options. Using an advertiser-level data set from multiple industries, this study evaluates the impact of these criteria on click-through and conversion rates. The authors find that the query variation index, which measures whether a keyword contains sufficient information to identify a user's information need correctly, is an effective predictor of keyword performance. Moreover, they show that the relationship between two of the main predictors, namely, query variation and advertiser names, and a keyword's performance is moderated by the advertiser's choice of matching options.     

Blockchain application in consumer services: A review and future research agenda

The potential of blockchain technology (BCT) to modify and innovates established business structures and frameworks has received widespread attention. Academia and businesses are becoming increasingly curious about how this technology could be used to improve and refine consumer services and operations. Despite the growing popularity of blockchain research in consumer services, there remains a dearth of detailed summaries in the literature. Hence, this bibliometric analysis, combined with a systematic literature review (SLR) using SPAR-4-SLR protocol with the theories, characteristics, contexts, and methods framework (A hybrid review), aims to convey qualitative and quantitative knowledge on the ever-evolving subject of blockchain application in consumer services in an organized manner. Specifically, this article analyses: (1) the current publication trends in studies devoted to blockchain-based applications for consumers, (2) the most important publications and themes of research in this field, (3) the evolution of blockchain in consumer service over the years, and the most current trends in this field, (4) the advantages and challenges of incorporating BCT into consumer services, (5) gaps in the existing literature that future researchers should investigate. In addition, this review also describes the widely used theories, characteristics, and methods in the application of blockchain in consumer service research by examining the most applied theories, methods, constructs, and study contexts and paving the way for new research directions. The review includes 417 documents after searching for scholarly publications in two databases (Web of Science and Scopus) and choosing documents based on their relevance to the stated goals.     

Consumer innovativeness and its correlates: A propositional inventory for future research

This article summarizes the results of a systematic review of the literature on consumer innovativeness and its correlates and provides a propositional inventory for future research. The authors identified seventy-nine relevant empirical articles from international journals through a search of multiple databases using specific search terms, a manual search of marketing and consumer behavior journals and a cross-reference search. The results show that innovativeness consists of different levels of conceptualization and operational processes. Based on these different conceptualizations, the authors offer propositions for further empirical exploration on consumer innovativeness.     

Exploring online customer experience: A systematic literature review and research agenda

This review aims to examine the latest research on online customer experience (OCE), which can be defined as consumer's cognitive, emotional, and behavioral response to interactions between customer and company occurring through digital channels (e.g., websites, social media, mobile apps). To achieve this, we utilized a hybrid review approach that incorporates quantitative bibliometric analysis and qualitative systematic literature review techniques. We identified publication trends, prominent authors and outlets, and the evolution of research themes based on 141 articles published since the last systematic review 11 years ago. Our framework-based review identified frequently studied antecedents, dimensions, and outcomes of OCE, and identified new themes related to m-commerce and augmented/virtual reality. We also identified gaps in the current literature and proposed 14 areas of future research using the TCM framework.     

Consumer cynicism: Interdisciplinary hybrid review and research agenda

Over the years, consumers have been questioning the intentions and actions of firms, resulting in a cynical attitude and behaviour. Due to the severity of the outcomes that cynical consumers may display, reputed journals and prolific researchers have addressed the core issue in their own unique ways. However, no single study offers a uniform, comprehensive, and contemporary review of consumer cynicism literature. Thus, we use an interdisciplinary approach to study the literature spanning 47 years (1976–2022) on cynicism in consumer research, psychology, and organizational domains through a hybrid review involving bibliometric and systematic literature reviews. Following the SPAR-4-SLR protocol, this review shows the most cited and co-cited articles, researchers, and keywords in cynicism research. We infer that the consumer cynicism construct draws heavily from the organizational behaviour area, possessing the potential to be correlated with, and extended to interdisciplinary research. Also, we offer an all-inclusive model of the predictors and predictands of consumer cynicism based on the ADO-TCM framework. We close this study with its academic contributions, practical implications, and future research directions using the ADO-TCM framework.     

Launching reverse-innovated product from emerging markets to MNC’s home market: A theoretical framework for MNC’s decisions

A reverse-innovated product is a new product that is originally developed for an emerging market by MNCs. The increasing number of MNCs engaging in reverse innovation and the criticality of new products to an MNC’s performance and competitive advantage make reverse innovation an important area for academic research and managerial practices. This paper integrates relevant literature and proposes a theoretical framework to understand the mechanisms by which the characteristics of a reverse-innovated product affect management’s decision to launch that product in a developed market (e.g., the MNC’s home market). By means of literature review, the paper identifies two underlying evaluation mechanisms through which the reverse-innovated product characteristics are linked to management’s reverse launch decision: the perceived degree of needed adaptation and the perceived risk of cannibalization. The authors also derive several propositions for future empirical research and discuss implications for future research.     

International student mobility: A systematic review and research agenda

This study aimed to synthesize fragmented knowledge about international student mobility (ISM) in higher education to provide an understanding of existing studies and directions for future research. To this end, the authors conducted a systematic literature review using a hybrid approach that integrated bibliometric analysis with the theory, context, and method (TCM) framework (Paul et al., Journal of World Business, 2017;52(3):327–342). Applying bibliometric analysis, this study found publication trends, prolific journals, influential articles, and major themes in the field, whereas the TCM framework helped identify widely used theories (motivation theory, immigration theory, acculturation theory, learning theory, and capital theory), research contexts (destination country or region, population, and others), and methods in research and provided future study directions. The identified gaps in the existing literature suggest that future research should develop theoretical foundations and research designs to analyse new processes, patterns, and issues in ISM in higher education within the context of today's changing international environment. In addition to identifying the key research themes and research foundations of ISM in higher education, this review can help add value to the ISM literature from a marketing perspective. This is the first comprehensive literature review of this topic using a hybrid approach.     

Ethical Sourcing: An Analysis of the Literature and Implications for Future Research

The purpose of this study is to present a rigorous, focused review on how this field of ethical sourcing research has grown and evolved over the decades, providing implications for future research. We combine two research methodologies in this study: a systematic literature review and a citation network analysis. The former is used as a scientific tool to select the most relevant ethical sourcing articles, while the latter is then applied as a research technique to analyse these selected articles. Such a combined approach allows for a rigorous investigation into this field of research in a more scientific and objective way. Based on this approach, we identify (1) distinctive features of ethical sourcing studies such as growth trends and content issues; (2) important articles that have played a significant role in developing this field; (3) evolutionary paths that show how its knowledge has been created and transferred; (4) emerging trends that have received growing attention in the recent literature; (5) main research areas that underlie the entire ethical sourcing studies; and (6) major implications that need to be pursued in future research. The results of this study provide not only the current status of the literature but also the patterns of evolution in this field of research, thus contributing to the existing literature.     

Fuzzy-set qualitative comparative analysis in consumer research: A systematic literature review

The traditional symmetrical methods may not be sufficient for effectively examining the asymmetries that are evident in the real-world complex consumption context in the form of pandemic, and other technological, sociocultural, environmental, and geo-political factors. As a result, the use of innovative and asymmetrical methods such as fuzzy-set qualitative comparative analysis (fsQCA), which draws from the complexity theory could help better predict and explain consumer decisions in the age of disruptions. Through a comprehensive method-based systematic literature review of 129 research articles published in the consumer behavior research literature, this study helps to identify the key trends, leading publication sources and contributors, and the current knowledge structure of consumer research using fsQCA. In doing so, this review also sheds light on the state of diversity within this particular area of research. The findings help identify the key future avenues for utilizing fsQCA within consumer research. This review is a useful resource for practitioners to gain a direct access to key consumer research scholars for identifying the constructs (e.g., antecedents, mediators, moderators, enablers, inhibitors) shaping consumer behaviors to inform strategic decisions.     

Internet banking: a review (2002–2016)

This paper presents an exhaustive review of literature on the current developments in internet banking. It provides an overview of the changes as well as the ongoing research on internet banking. To identify relevant works, research databases were searched using 11 keywords. Only research papers on internet banking published in the last 15?years (2002–2016) were selected. The selected articles were further refined on the basis of country of origin, journal type, and research methods used for data analysis. Finally, 51 papers were selected on the basis of specific inclusion criteria for further analysis. These papers were grouped by research themes, and customer satisfaction with internet banking was identified as the most common theme.     

服务来源国最近研究进展

作为品牌管理研究的重要领域之一,来源国研究成果丰富,但现有文献都集中于产品来源国研究,对服务来源国领域了解甚少。文章以国内外相关文献为基础,从服务来源国的源起、构成、效应等几方面对相关文献进行了梳理评述。认为相对与服务经济的发展,服务来源国研究还很缺乏。服务来源国的研究会深化来源国研究领域结论,并为跨国服务企业运营提供参考,将会成为来源国研究的重点。最后,给出了该领域的未来研究方向。     

International joint ventures research on Africa: A systematic literature review,propositions, and contextualization

This study reviewed the research on international joint ventures (IJVs) in Africa up to 2017. The authors performed a systematic search of peer‐reviewed good‐quality research using the 6W procedure and ensured the quality of the review by using the 5Cs quality criteria. The content analysis was focused on four research questions. A total of 22 relevant studies were found. Overall, only about one‐third of the lead authors were affiliated with African universities. A majority of the studies were quantitative, and 78% of the studies were done for three countries: Ghana, Morocco, and Nigeria. There was either just one or no study on trust and conflict, partner selection, and human resource management (HRM). At the contextual level, it seems the most important factor influencing IJV strategy and success is institutions. We therefore suggest a greater use of institutional theory. Finally, we present a summary of conceptual framework and four propositions to guide future research.     

品牌价值研究综述

基于中国知网和期刊论文网,锁定"品牌价值"为关键词,选取2004—2014的国内学术文献进行整理、归纳、分析,研究得出近年已有有关品牌价值的学术成果主要集中于两大研究方向,综述结果为品牌价值研究视角较狭窄,影响因素缺乏系统性;研究内容与具体实践相脱离,政府性行为有待完善,品牌价值测量模糊,研究方法缺乏专业性和创新性等。     

Engagement behavior and financial well-being: The effect of message framing in online pension communication

People spend very little time planning for retirement, which could have negative effects on their financial well-being. To address this troubling lack of engagement, the authors posit that the use of goal framing, a marketing practice that involves making strategic adjustments to wording of marketing communications, in technology-facilitated communication (e.g., email) is effective for stimulating consumers’ behavioral engagement with pension information that is relevant for their long-term financial well-being. Field, online, and laboratory studies consistently show that a prevention-oriented assurance frame in technology-facilitated communication is twice as effective as a promotion-oriented investment frame for increasing participants’ engagement behavior. The findings have important implications for marketers and policy makers who seek to increase consumers’ retirement engagement behavior and financial well-being.     

The Strategy of Combining Products and Services: A Literature Review

This article provides the analyses of the academic literature on offering a combination of products and services. Trend analyses were performed from 1995 through the end of 2016 on the various parameters such as journals publishing this type of research, changes in the use of keywords, citation frequency, and research contribution from different authors, disciplines, and nations. The analyses presented a clear trend that research in combining product and services accelerated after the year 2000 indicating a focus on research in this area in the 21^st century. This highlights many emerging trends in this area.     

The art of writing literature review: What do we know and what do we need to know?

A literature review article provides a comprehensive overview of literature related to a theme/theory/method and synthesizes prior studies to strengthen the foundation of knowledge. In the growing International Business (IB) research field, systematic literature reviews have great value, yet there are not many reviews published describing how researchers can design and develop classic review articles. In explaining the purpose, methodology, and structure of a systematic review, we provide guidelines for developing most insightful and useful review articles. By outlining steps and thumb rules to keep in mind, we present an overview of different types of review articles and explain how future researchers could potentially find them useful. In addition, we introduce nine articles finally selected for this special issue of systematic literature review-Looking back to look forward International Business research in the days to come.     

A network text analysis of published papers in service business, 2007–2017: research trends in the service sector

The service sector has become the most important part of the global economy. Thus, Service Business: An International Journal (SB) was launched in 2007 to deliver innovative studies that can provide resonating insights to researchers and practitioners in services. This study analyzed 311 articles published in SB during the past 10+ years (2007–2017) by conducting network text analysis (NTA). The published papers’ keywords link relations were analyzed to create network maps of research topics, ranging from traditional to emerging ideas of researchers. Influential research topics and their clusters were identified using centrality and community analyses. Research trends were identified for the first 5 years (Volume 1–5) and later years (Volume 6–11) separately through NTA. The results reveal interesting change in research topics over time. Common keywords of studies published in the first 5 years were: Service, Innovation, Customer, Strategy, Tourism, and Quality. The primary frequent keywords of articles published during 2012–2017 were: Customer, Quality, Satisfaction, Innovation, Mobile, and Technology. The results of the study shed valuable insights to the researchers and practitioners in the service sector. Applications of keyword network building and analysis methods provided in this study would be helpful to researchers who are interested in exploring trends of emerging new topics.     

Demarketing for sustainability: A review and future research agenda

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.     

Consumer behaviour in cross-border e-commerce: Systematic literature review and future research agenda

Cross-border electronic commerce (CBEC) was developed from traditional e-commerce to cater to the growing demand for online transactions among global traders. Consumer behaviour is one of the most important topics that multistakeholders (e.g., e-commerce platforms, entrepreneurs, governments and third-party service providers) need to understand to develop CBEC. Although for over a decade studies across disciplines and regions have explored various consumer behaviours and their factors in CBEC through diverse research methods and theoretical lenses, the current literature is still fragmented and lacks consolidation of past contributions. In the present study, we conduct a systematic literature review based on 40 CBEC studies to present an overview of the current research status of the field. This study analyzes research contexts, theoretical applications and methods, and unifies a CBEC definition as a benchmark for future research. More importantly, we employ the Stimulus–Organism–Response (S–O–R) framework to categorize factors into the inner and outer CBEC ecosystem stimuli, cognitive and affective states, and approach and avoidance behaviours, and to generalize two consumer behavioural patterns to provide a comprehensive understanding of consumer behaviours in CBEC. With the proposed future research directions, we believe that this review can serve as a fundamental and informative guideline for researchers to continue advancing knowledge of the field.     

Internet Social Networking

An overview of the literature on Internet social networking (ISN) is presented. The authors identify four dominant streams of research and review the key contributions to the field. The review reveals that the research field is fragmented and does not yet facilitate a general understanding of the phenomenon. In particular research is very much skewed towards certain user groups (e.g., students) and platforms (in particular Facebook). Further, implications for a corporate context are discussed. In doing so, three contexts of application are differentiated: Social network sites (SNSs) for 1) recruiting and professional career development, 2) relationship facilitation in distributed work contexts, and 3) interactions with end customers. The authors discuss SNS potentials, implications of existing ISN research and future research opportunities. In summary, they seek to contribute to a better understanding of the phenomenon of ISN and to making available the current state of ISN research for the wider Enterprise 2.0 community.