Unveiling the Theoretical Foundations and Practical Applications of Key Conceptual Research Models in Marketing, Management, Technology, and Information Systems: A Systematic Review

Mohammad Rakibul Islam Bhuiyan; Zahidul Islam; Mahfujur Rahman Faraji; Koushik Bandapadya; Md Zainal Abedin; Md. Hazrat Ali; Al- Amin

doi:10.63332/joph.v5i5.1727

Authors

Mohammad Rakibul Islam Bhuiyan Department of Management Information Systems, Begum Rokeya University, Rangpur, Rangpur-5404, Bangladesh
Zahidul Islam Department of Business Administration, Uttara University, Dhaka, Bangladesh
Mahfujur Rahman Faraji Master of Science in Engineering Management, Department of Engineering Management, Westcliff University, Irvine, United States of America
Koushik Bandapadya Masters in Computer Science (MSCS), Westcliff University, Irvine, United States of America
Md Zainal Abedin Assistant Professor, Department of Business Administration, Z.H Sikder University of Science and Technology, Shariatpur, Bangladesh
Md. Hazrat Ali Assistant Professor, Department of Business Administration, School of Business Uttara University, Dhaka, Bangladesh
Al- Amin Assistant Director, Anti-Corruption Commission (ACC), Dhaka, Bangladesh

DOI:

https://doi.org/10.63332/joph.v5i5.1727

Keywords:

Conceptual Research Models, Marketing, Management, Technology Adoption, Information Systems, Theory of Planned Behavior (TPB), Systematic Review

Abstract

This systematic review aims to uncover the theoretical foundations and practical applications of prominent research models within the domains of marketing, management, technology, and information systems. The study examines a comprehensive set of 143 articles, from which 106 peer-reviewed sources were meticulously selected for analysis. Utilizing both qualitative and quantitative approaches, the review integrates findings from systematic reviews, meta-reviews, and meta-analyses to provide a nuanced understanding of various theoretical frameworks. The research focuses on evaluating key models including the Theory of Planned Behavior (TPB), AIDA Model, System Approach, Contingency Approach, DeLone and McLean IS Success Model, Unified Theory of Acceptance and Use of Technology (UTAUT), and the Technology Acceptance Model (TAM) along with its extensions (TAM 2). By addressing gaps, inconsistencies, and conflicting findings in these models, the review offers insights from social, technological, and managerial perspectives. The analysis highlights the strengths and limitations of each model, identifies research gaps, and suggests future research directions to enhance theoretical and practical applications. The findings underscore the importance of integrating cross-disciplinary insights and conducting context-sensitive studies to improve the applicability and effectiveness of these frameworks. This review not only contributes to the academic understanding of these models but also provides actionable recommendations for practitioners in marketing, management, and information systems.