A Systematic Review of Meta-Analysis in Marketing Research: Theme Analyses, Variable Selections, and Future Directions

Abstract

Although meta-analytic papers have frequently appeared in the leading marketing journals in recent years, these papers focus on introducing the step-by-step guidelines of using the meta-analysis method. To the best of our knowledge, no research systematically elaborates on how researchers select different types of variables in their conceptual framework. In addition, limited research analyzes which research themes are studied and deserve more attention. The lack of these analyses inhibits marketing scholars from conducting interesting and impactful meta-analyses. Thus, this paper systematically reviews 180 meta-analytic articles published in 36 leading marketing-related journals (i.e., ranking ABS Grade 3 or above) between 2015 and 2024. Based on this review, this paper (1) elaborates on which themes and topics are suitable for meta-analyses through analyzing the research themes and theme evolution trends of the existing meta-analytic papers; (2) offers suggestions for study numbers and effect- size extraction of a meta-analysis in marketing; (3) offers guidelines for variable selection; and (4) proposes future directions of meta-analyses in marketing. This paper has the potential to stimulate more marketing researchers to conduct interesting and influential meta-analyses.