Tomczyk, Przemyslaw; Brüggemann, Philipp; Paul, Justin - In: Journal of Marketing Analytics 12 (2024) 4, pp. 829-841
This study investigates a novel mapping approach for the systematic analysis of empirical research, termed Variable … Science Mapping (VSM) . This approach enhances the current capabilities of Systematic Literature Reviews (SLRs) by … incorporating variables and their interrelationships, surpassing traditional methods, such as Science Mapping ( SM ), which …