Promotion Metrics' Assumptions for the Assessment and Evaluation of Promotion Campaigns : A Framework Based on Mezirow's Critical Reflection

The paper examined the possibility of an extension of critical reflection model’s assumptions by Mezirow, as assumptions for promotion metrics, in terms of promotion campaigns’ assessment and evaluation. A critical hermeneutics approach was adopted for the present study. Our organized literature review leaded us on an initial judgmental sample of sixty (60) published research works (selected at the first stage of the literature review), in order to be scanned and reached at one to fifty-two (52) published research works, which were processed for offering some valuable findings. Our research intention was to categorize the constructs of the following fundamental concept: “promotion metrics’ assumptions through the key features of critical reflection”. The literature review findings indeed revealed us very new constructs and established an initial understanding of the constructs and their relationship to other constructs regarding to Mezirow’s perspective of Transformative Learning Theory (TLT) regarding to the application as a framework of promotion metrcs’ assumptions in terms of a promotion campaign assessment and evaluation. Practical implications of the extension of Mezirow’s perspective of TLT are introduced for promotion managers