Spanish Journal of Marketing - ESIC: Volume 28 Issue 3 , Open Access

Enhancing the impact of literature reviews: guidelines for making meaningful contributions

Allard van Riel, Hannah Snyder

Most papers and books on conducting literature reviews primarily emphasize achieving technical quality, ensuring reproducibility and validating results. Notwithstanding the need…

Big data in tourism marketing: past research and future opportunities

Sofía Blanco-Moreno, Ana M. González-Fernández, Pablo Antonio Muñoz-Gallego

The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas…

Applying virtual reality and augmented reality to the tourism experience: a comparative literature review

María A. Bretos, Sergio Ibáñez-Sánchez, Carlos Orús

The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between…

Marketing education for sustainable development

Chiara Hübscher, Susanne Hensel-Börner, Jörg Henseler

Given the pressing global challenges underpinning the United Nations’ Sustainable Development Goals, marketing managers can no longer focus only on purely economic outcomes but…

In-app advertising: a systematic literature review and implications for future research

Chetana Balakrishna Maddodi, Pallavi Upadhyaya

The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions.

How do consumers evaluate products in virtual reality? A literature review for a research agenda

Generoso Branca, Vittoria Marino, Riccardo Resciniti

This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the…