Bandwagon effect revisited: A systematic review to develop future research agenda

In business and management research, studies on the bandwagon effect are growing while remaining dispersed and multi-faceted. Against this backdrop, researchers in the field of business and management face challenges in contributing to and further advancing the state-of-the-art in a direction that is helpful to academicians and practitioners. The primary intent of this study is to epistemologically review the state of literature on bandwagon effect using a systematic literature review. The study further seeks to develop a future research agenda by analyzing the theoretical evolution, the methodological patterns, and the interrelationships of constructs within different contexts in the extant literature. Publication trends, the dissemination of articles in journals, theoretical background, methodological patterns, examination of constructs, and contexts employed in the study of the bandwagon effect from 1970 to 2021 have been meticulously identified and analyzed. Researchers, management thinkers, and practitioners of consumer psychology and behavioral research can benefit from the specific evidence on the bandwagon effect.