IDEAS home Printed from https://ideas.repec.org/a/vrs/manmar/v15y2020is1p514-533n7.html
   My bibliography  Save this article

Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature Review

Author

Listed:
  • Maulana Noveri

    (Sekolah Tinggi Manajemen PPM (PPM School of Management), and Postgraduate Program in Management, University of Indonesia Jakarta – Indonesia)

Abstract

The research trends after COVID-19 pandemic will be changing and more challenging. This study is aimed to review the trends of marketing research in the first semester of 2020. There are three parts of this analysis. First, review was made to summarize the trend of research domain and model. Second, the trend of data collection method is also synthesized. Third, trends of data analysis method are being categorized. Result shows that before COVID-19 outbreak, research model in marketing studies was dominated by Literature Review articles (systematic, integrative, and meta-analysis), and also Experimental Studies on various consumer behaviour topics. In term of data collection methods, Purposive Sampling and Amazon Mechanical Turk (MTurk) are two approaches that popularly used by the researchers. On the trend of data analysis method, ANOVA, Regression, and Qualitative Analysis are three popular methods which used among the studies. Future research agendas after the pandemic are also discussed in this study.

Suggested Citation

  • Maulana Noveri, 2020. "Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature Review," Management & Marketing, Sciendo, vol. 15(s1), pages 514-533, October.
    • Handle: RePEc:vrs:manmar:v:15:y:2020:i:s1:p:514-533:n:7
    DOI: 10.2478/mmcks-2020-0030
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/mmcks-2020-0030
    Download Restriction: no
    File URL: https://libkey.io/10.2478/mmcks-2020-0030?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. John Hulland & Mark B. Houston, 2020. "Why systematic review papers and meta-analyses matter: an introduction to the special issue on generalizations in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 351-359, May.
    2. Robert W. Palmatier & Mark B. Houston & John Hulland, 2018. "Review articles: purpose, process, and structure," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 1-5, January.
    3. Yang, Zhilin & Wang, Xuehua & Su, Chenting, 2006. "A review of research methodologies in international business," International Business Review, Elsevier, vol. 15(6), pages 601-617, December.
    4. Maria A Rodas & Deborah Roedder John & Vicki G Morwitz & J Jeffrey Inman & Andrea C Morales, 2020. "The Secrecy Effect: Secret Consumption Increases Women’s Product Evaluations and Choice [The Need for Cognition]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(6), pages 1093-1109.
    5. Snyder, Hannah, 2019. "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, Elsevier, vol. 104(C), pages 333-339.
    6. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    7. Alina Sorescu & Nooshin L. Warren & Larisa Ertekin, 2017. "Event study methodology in the marketing literature: an overview," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 186-207, March.
    8. Fiorenzo Franceschini & Domenico Maisano & Luca Mastrogiacomo, 2015. "Influence of omitted citations on the bibliometric statistics of the major Manufacturing journals," Scientometrics, Springer;Akadémiai Kiadó, vol. 103(3), pages 1083-1122, June.
    9. Hui Feng & Neil A. Morgan & Lopo L. Rego, 2020. "The impact of unprofitable customer management strategies on shareholder value," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 246-269, March.
    10. Wesley James Johnston & Angelina Nhat Hanh Le & Julian Ming-Sung Cheng, 2018. "A meta-analytic review of influence strategies in marketing channel relationships," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 674-702, July.
    11. Max E. Brunk, 1958. "Use of Experimental Design in Marketing Research," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 40(5), pages 1237-1246.
    12. Daniel Sheehan & Sara Loughran Dommer & Darren W Dahl & Amna Kirmani & Derek D Rucker, 2020. "Saving Your Self: How Identity Relevance Influences Product Usage [Specious Reward: A Behavioral Theory of Impulsiveness and Impulse Control]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(6), pages 1076-1092.
    13. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    14. Bratianu Constantin & Prelipcean Gabriela & Bejinaru Ruxandra, 2020. "Exploring the latent variables which support SMEs to become learning organizations," Management & Marketing, Sciendo, vol. 15(2), pages 154-171, June.
    15. Tim Hilken & Debbie I. Keeling & Ko Ruyter & Dominik Mahr & Mathew Chylinski, 2020. "Seeing eye to eye: social augmented reality and shared decision making in the marketplace," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 143-164, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.
    2. Paul, Justin & Criado, Alex Rialp, 2020. "The art of writing literature review: What do we know and what do we need to know?," International Business Review, Elsevier, vol. 29(4).
    3. Hosany, A. R. Shaheen & Hosany, Sameer & He, Hongwei, 2022. "Children sustainable behaviour: A review and research agenda," Journal of Business Research, Elsevier, vol. 147(C), pages 236-257.
    4. John Hulland, 2020. "Conceptual review papers: revisiting existing research to develop and refine theory," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 27-35, June.
    5. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    6. Jordan W. Moffett & Judith Anne Garretson Folse & Robert W. Palmatier, 2021. "A theory of multiformat communication: mechanisms, dynamics, and strategies," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 441-461, May.
    7. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    8. Marleen Hermans & Néomie Raassens & Kathleen Cleeren, 2024. "What is the impact of a conflict delisting on firm value? An investigation of the role of conflict and firm characteristics," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 240-259, January.
    9. Schmidt, Heiko M. & Santamaria-Alvarez, Sandra Milena, 2022. "Routines in International Business: A semi-systematic review of the concept," Journal of International Management, Elsevier, vol. 28(2).
    10. Uchendu Eugene Chigbu & Sulaiman Olusegun Atiku & Cherley C. Du Plessis, 2023. "The Science of Literature Reviews: Searching, Identifying, Selecting, and Synthesising," Publications, MDPI, vol. 11(1), pages 1-16, January.
    11. Oliver J. Rutz & George F. Watson, 2019. "Endogeneity and marketing strategy research: an overview," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 479-498, May.
    12. Nazir Saima & Chisti Khalid, 2023. "Corporate Spin-Offs and Shareholders’ Wealth: A Systematic Review and Future Research Agenda," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 11(1), pages 42-63, October.
    13. Manjunath Padigar & Ljubomir Pupovac & Ashish Sinha & Rajendra Srivastava, 2022. "The effect of marketing department power on investor responses to announcements of AI-embedded new product innovations," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1277-1298, November.
    14. Julia Rötzmeier-Keuper, 2020. "Consumer Vulnerability: Overview And Synthesis Of The Current State Of Knowledge And Future Service-Related Research Directions," Working Papers Dissertations 65, Paderborn University, Faculty of Business Administration and Economics.
    15. Lenart-Gansiniec Regina, 2022. "The dilemmas of systematic literature review: the context of crowdsourcing in science," International Journal of Contemporary Management, Sciendo, vol. 58(1), pages 11-21, March.
    16. Kumar, Avinash & Kumra, Rajeev & Singh, Ramendra, 2022. "Base of the pyramid producers’ constraints: An integrated review and research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 115-129.
    17. Lim, Weng Marc & Yap, Sheau-Fen & Makkar, Marian, 2021. "Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?," Journal of Business Research, Elsevier, vol. 122(C), pages 534-566.
    18. Samson John Mgaiwa, 2021. "Fostering Graduate Employability: Rethinking Tanzania’s University Practices," SAGE Open, , vol. 11(2), pages 21582440211, April.
    19. Siemieniako, Dariusz & Kubacki, Krzysztof & Mitręga, Maciej, 2021. "Inter-organisational relationships for social impact: A systematic literature review," Journal of Business Research, Elsevier, vol. 132(C), pages 453-469.
    20. Dimitris Damigos, 2023. "How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-19, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:manmar:v:15:y:2020:i:s1:p:514-533:n:7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.