Innovative Marketing and Consumer Behavior: A Systematic Literature Review

Abstract

Purpose: The study was done for the purpose of reviewing the existing systematic literature on innovative marketing and how it is impacting behavior of consumer. Also; this study sheds light on trends of innovation in marketing and choice of consumer and their behavior. Methodology: Top peer reviewed published articles were reviewed and study was conducted. A comprehensive strategy for searching database from Google Scholar was applied and journal between 1960–2020 were selected. Findings: Initially the articles on innovation; marketing; consumer behavior were accessed which are published in top marketing journals. Research Limitations: Only top-ranking articles; peer reviewed in ABDC Journal are taken for the study (A and A* for literature review and A; A*; B and C category from ABDC only for rest of study).