Publication:
Prosocial behavior in intergroup contexts: a systematic review and future directions for Islamic marketing
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Date
2025
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Abstract
This study aims to systematically review the literature on intergroup prosocial behavior to uncover key insights and propose future research directions for Islamic marketing. This study uses the Theory-Context-Characteristics-Methodology framework to systematically review past literature based on the most commonly used theories, contexts, characteristics and methods. After reviewing 2,675 articles from 2000 to 2023, this study identifies the four most common theories and contexts, seven factors and three primary methods used to study intergroup prosocial behavior. Based on these findings, this study identifies seven research gaps and suggests new theoretical perspectives, themes, constructs and methods for future studies in Islamic marketing.
Keywords
Prosocial behavior , Intergroup , Islamic marketing , TCCM , Systematic literature review
Citation
Aji, H. M., Che-Ha, N., & Md Zabri, M. Z. (2025). Prosocial behavior in intergroup contexts: A systematic review and future directions for Islamic marketing. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-07-2024-0310
Publisher
Emerald Publishing Limited
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