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...