A SYSTEMATIC REVIEW OF FLOW THEORY: THE STATE OF THE ART IN MARKETING

Year 2022, , 1238 - 1273, 27.12.2022

Aslıhan Kıymalıoğlu

https://doi.org/10.36543/kauiibfd.2022.050

Abstract

The aim of this study, which uses a systematic literature review method that provides the opportunity to look into the future by following the traces of past studies, is to determine how Flow Theory, which was developed in the field of psychology but forms the basis for research in different disciplines, is used in the field of marketing and consumer behaviour. The obtained findings will be useful both in terms of showing potential research areas in the literature for academic research and providing insight that can guide practitioners in their managerial decisions. In this direction, the articles derived from the search made in the WOS and Scopus databases using the PRISMA method were examined and evaluated within the scope of three basic research questions and additional descriptive classifications.

Keywords

Flow Theory, Systematic Literature Review, PRISMA Method

A SYSTEMATIC REVIEW OF FLOW THEORY: THE STATE OF THE ART IN MARKETING

Abstract

Geçmiş çalışmaların izlerini takip ederek geleceğe bakabilme imkânı sunan sistematik literatür taraması yöntemi kullanılan bu çalışmanın amacı, psikoloji alanında geliştirilen ancak farklı disiplinlerde yapılan araştırmalara temel oluşturan Akış Teorisi’nin pazarlama ve tüketici davranışı alanındaki çalışmalarda nasıl kullanıldığının belirlenmesidir. Böylece, hem akademik araştırmalar için literatürdeki potansiyel araştırma alanlarını göstermesi hem de uygulayıcılar için yöntesel kararlarında yol gösterici olabilecek içgörü sağlaması açısından elde edilecek bulguların faydalı olacağı düşünülmektedir. Bu doğrultuda, PRISMA metodu kullanılarak WOS ve Scopus veri tabanlarında yapılan taramadan elde edilen makaleler, üç temel araştırma sorusu ve ilave tanımlayıcı sınıflandırmalar kapsamında incelenmiştir ve değerlendirilmiştir.

Keywords

Akış Teorisi, Sistematik Literatür Taraması, PRISMA Metodu

References

• Akbari, M., Rezvani, A., Shahriari, E., Zúñiga, M. Á., & Pouladian, H. (2020). Acceptance of 5 G technology: Mediation role of Trust and Concentration. Journal of Engineering and Technology Management, 57, 101585. https://doi.org/10.1016/j.jengtecman.2020.101585
• Algharabat, R. S., & Rana, N. P. (2021). Social Commerce in Emerging Markets and its Impact on Online Community Engagement. Information Systems Frontiers, 23(6), 1499–1520. https://doi.org/10.1007/s10796-020-10041-4
• An, S., Choi, Y., & Lee, C.-K. (2021). Virtual travel experience and destination marketing: Effects of sense and information quality on flow and visit intention. Journal of Destination Marketing & Management, 19, 100492. https://doi.org/10.1016/j.jdmm.2020.100492
• Ashraf, R., & Merunka, D. (2017). The use and misuse of student samples: An empirical investigation of European marketing research. Journal of Consumer Behaviour, 16(4), 295–308. https://doi.org/10.1002/cb.1590
• Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2018). Gamified interactions: whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652–673. https://doi.org/10.1007/s11747-017-0530-0
• Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103–113. https://doi.org/10.1016/j.chb.2016.03.014
• Bilgihan, A., Nusair, K., Okumus, F., & Cobanoglu, C. (2015). Applying flow theory to booking experiences: An integrated model in an online service context. Information & Management, 52(6), 668–678. https://doi.org/10.1016/j.im.2015.05.005
• Bölen, M. C., Calisir, H., & Özen, Ü. (2021). Flow theory in the information systems life cycle: The state of the art and future research agenda. International Journal of Consumer Studies, 45(4), 546–580. https://doi.org/10.1111/ijcs.12641
• Brannon Barhorst, J., McLean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122, 423–436. https://doi.org/10.1016/j.jbusres.2020.08.041
• Burnett, J. J., & Dune, P. M. (1986). An appraisal of the use of student subjects in marketing research. Journal of Business Research, 14(4), 329–343. https://doi.org/10.1016/0148-2963(86)90024-X
• Buzady, Z. (2017). Flow, leadership and serious games – a pedagogical perspective. World Journal of Science, Technology and Sustainable Development, 14(2/3), 204–217. https://doi.org/10.1108/WJSTSD-05-2016-0035
• Çakmak, E., İsci, S., Uslu, F., Öztekin, Ö., Danisman, S., & Karadag, E. (2015). Overview of the Dissertation Process within the Framework of Flow Theory: A Qualitative Study. Educational Sciences: Theory & Practice, 15(3), 607–620. https://doi.org/10.12738/estp.2015.3.2606
• Chen, Y.-M., Hsu, T.-H., & Lu, Y.-J. (2018). Impact of flow on mobile shopping intention. Journal of Retailing and Consumer Services, 41, 281–287. https://doi.org/10.1016/j.jretconser.2017.04.004
• Csikszentmihalyi, M. (1975). Play and Intrinsic Rewards. Journal of Humanistic Psychology, 15(3), 41–63. https://doi.org/10.1177/002216787501500306
• Csikszentmihalyi, M. (1977). Beyond Boredom and Anxiety (2nd ed.). San Francisco: Jossey-Bass.
• Csikszentmihalyi, M. (1997a). Finding Flow: The Psychology of Engagement with Everyday life. New York: Basic Books.
• Csikszentmihalyi, M. (1997b). Flow and Education. The NAMTA Journal, 22, 3–35.
• Cuevas, L., Lyu, J., & Lim, H. (2021). Flow matters: antecedents and outcomes of flow experience in social search on Instagram. Journal of Research in Interactive Marketing, 15(1), 49–67. https://doi.org/10.1108/JRIM-03-2019-0041
• Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
• Dhir, A., Kaur, P., & Rajala, R. (2020). Continued Use of Mobile Instant Messaging Apps: A New Perspective on Theories of Consumption, Flow, and Planned Behavior. Social Science Computer Review, 38(2), 147–169. https://doi.org/10.1177/0894439318806853
• Dlodlo, N. (2014). Profiling Marketplace Change Agents (Influential) Using the Multiple Flow Communication Theory. Mediterranean Journal of Social Sciences, 5(20), 705–712.
• Dunn, J. K., Fayman, A., & McNutt, J. J. (2011). An Empirical Examination of the Stated Purposes of Issuer Tender Offers to Purchase Common Stock. Financial Management, 40(4), 941–972.
• Eldomiaty, T. I., & Ismail, M. A. (2009). Modeling capital structure decisions in a transition market: empirical analysis of firms in Egypt. Review of Quantitative Finance and Accounting, 32(3), 211–233. https://doi.org/10.1007/s11156-008-0091-x
• Fauzi, M. A., Harun, S. A., Martin, T., Paiman, N., & Hussin, M. S. F. (2021). Smartphone Addiction among Young Adolescents: Integration of Flow Theory and Fear of Missing Out. International Journal of Information and Management Sciences, 32(1), 39–58.
• Finneran, C. M., & Zhang, P. (2003). A person–artefact–task (PAT) model of flow antecedents in computer-mediated environments. International Journal of Human-Computer Studies, 59(4), 475–496. https://doi.org/10.1016/S1071-5819(03)00112-5
• Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
• Flere, S., & Lavrič, M. (2008). On the Validity of Cross-Cultural Social Studies Using Student Samples. Field Methods, 20(4), 399–412. https://doi.org/10.1177/1525822X08322703
• Gangadharbatla, H., & Valafar, M. (2017). Propagation of user-generated content online. International Journal of Internet Marketing and Advertising, 11(3), 218–232.
• Gao, L., Bai, X., & Park, A. (Tony). (2017). Understanding Sustained Participation in Virtual Travel Communities from the Perspectives of is Success Model and Flow Theory. Journal of Hospitality & Tourism Research, 41(4), 475–509. https://doi.org/10.1177/1096348014563397
• Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study – A case of China. Computers in Human Behavior, 53, 249–262. https://doi.org/10.1016/j.chb.2015.07.014
• Han, S.-L., An, M., Han, J. J., & Lee, J. (2020). Telepresence, time distortion, and consumer traits of virtual reality shopping. Journal of Business Research, 118, 311–320. https://doi.org/10.1016/j.jbusres.2020.06.056
• Hanson, D., & Grimmer, M. (2007). The mix of qualitative and quantitative research in major marketing journals, 1993‐2002. European Journal of Marketing, 41(1/2), 58–70. https://doi.org/10.1108/03090560710718111
• Herrando, C., Jimenez-Martinez, J., & Jose Martin-De Hoyos, M. (2019). Social Commerce Users’ Optimal Experience: Stimulu, Response and Culture. JOURNAL OF ELECTRONIC COMMERCE RESEARCH, 20(4), 199–218.
• Herrando, C., Jimenez-Martinez, J., & Martin De Hoyos, M. J. (2018). From sPassion to sWOM: the role of flow. Online Information Review, 42(2), 191–204. https://doi.org/10.1108/OIR-09-2016-0243
• Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50–68.
• Hsu, C.-L., Wu, C.-C., & Chen, M.-C. (2013). An empirical analysis of the antecedents of e-satisfaction and e-loyalty: focusing on the role of flow and its antecedents. Information Systems and E-Business Management, 11(2), 287–311. https://doi.org/10.1007/s10257-012-0194-8
• Huang, L.-Y., Hsieh, Y.-J., & Wu, Y.-C. J. (2014). Gratifications and social network service usage: The mediating role of online experience. Information & Management, 51(6), 774–782. https://doi.org/10.1016/j.im.2014.05.004
• Huang, T.-L., & Liao, S.-L. (2017). Creating e-shopping multisensory flow experience through augmented-reality interactive technology. Internet Research, 27(2), 449–475. https://doi.org/10.1108/IntR-11-2015-0321
• Huang, Y.-C., Backman, S. J., Backman, K. F., & Moore, D. (2013). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490–501. https://doi.org/10.1016/j.tourman.2012.09.009
• Huang, Y.-C., Chang, L. L., Yu, C.-P., & Chen, J. (2019). Examining an extended technology acceptance model with experience construct on hotel consumers’ adoption of mobile applications. Journal of Hospitality Marketing & Management, 28(8), 957–980. https://doi.org/10.1080/19368623.2019.1580172
• Jones, W. L., & Sonner, B. S. (2001). Just Say No to Traditional Student Samples. Journal of Advertising Research, 41(5), 63–71. https://doi.org/10.2501/JAR-41-5-63-71
• Kazancoglu, I., & Demir, B. (2021). Analysing flow experience on repurchase intention in e-retailing during COVID-19. International Journal of Retail & Distribution Management, 49(11), 1571–1593. https://doi.org/10.1108/IJRDM-10-2020-0429
• Kim, B., Yoo, M. (Myongjee), & Yang, W. (2020). Online Engagement Among Restaurant Customers: The Importance of Enhancing Flow for Social Media Users. Journal of Hospitality & Tourism Research, 44(2), 252–277. https://doi.org/10.1177/1096348019887202
• Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269. https://doi.org/10.1016/j.chb.2014.01.015
• Koufaris, M. (2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205–223. https://doi.org/10.1287/isre.13.2.205.83
• Lavoie, R., & Main, K. (2019). Consumer microflow experiences. Psychology & Marketing, 36(11), 1133–1142. https://doi.org/10.1002/mar.21262
• Le, Q. H., Phan Tan, L., & Hoang, T. H. (2022). Customer brand co-creation on social media: a systematic review. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-04-2022-0161
• Li, L., Ji, X., Gan, J., Qu, X., & Ran, B. (2021). A Macroscopic Model of Heterogeneous Traffic Flow Based on the Safety Potential Field Theory. IEEE Access, 9, 7460–7470. https://doi.org/10.1109/ACCESS.2021.3049393
• Lotz, S. L., Eastlick, M. A., Mishra, A., & Shim, S. (2010). Understanding patrons’ participation in activities at entertainment malls. International Journal of Retail & Distribution Management, 38(6), 402–422. https://doi.org/10.1108/09590551011045366
• Loureiro, S. M. C., Romero, J., & Bilro, R. G. (2020). Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study. Journal of Business Research, 119, 388–409. https://doi.org/10.1016/j.jbusres.2019.09.038
• Lu, Y., Zhou, T., & Wang, B. (2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Computers in Human Behavior, 25(1), 29–39. https://doi.org/10.1016/j.chb.2008.06.002
• Mariani, M. M., Al-Sultan, K., & De Massis, A. (2021). Corporate social responsibility in family firms: A systematic literature review. Journal of Small Business Management, 1–55. https://doi.org/10.1080/00472778.2021.1955122
• Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge: MIT Press.
• Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
• Moher, D., Liberati, A., Tetzlaff, J., & Altman, D. G. (2010). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. International Journal of Surgery, 8(5), 336–341. https://doi.org/10.1016/j.ijsu.2010.02.007
• Nah, F. F.-H., Eschenbrenner, B., DeWester, D., & Park, S. R. (2012). Impact of Flow and Brand Equity in 3D Virtual Worlds. In Cross-Disciplinary Models and Applications of Database Management (pp. 277–297). IGI Global. https://doi.org/10.4018/978-1-61350-471-0.ch011
• Obadă, D. R. (2013). Flow Theory and Online Marketing Outcomes: A Critical Literature Review. Procedia Economics and Finance, 6, 550–561. https://doi.org/10.1016/S2212-5671(13)00173-1
• Ozdemir, Z., Souli, M., & Fahjan, Y. M. (2010). FSI methods for seismic analysis of sloshing tank problems. Mécanique & Industries, 11(2), 133–147. https://doi.org/10.1051/meca/2010025
• Ozkara, B. Y., Ozmen, M., & Kim, J. W. (2017). Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value. Journal of Retailing and Consumer Services, 37, 119–131. https://doi.org/10.1016/j.jretconser.2017.04.001
• Pagan-Castaño, E., Ballester-Miquel, J. C., Sánchez-García, J., & Guijarro-García, M. (2022). What’s next in talent management? Journal of Business Research, 141, 528–535. https://doi.org/10.1016/j.jbusres.2021.11.052
• Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/10.1016/j.ibusrev.2020.101717
• Perttula, A., Kiili, K., Lindstedt, A., & Tuomi, P. (2017). Flow experience in game based learning – a systematic literature review. International Journal of Serious Games, 4(1). https://doi.org/10.17083/ijsg.v4i1.151
• Rodrigues, L. F., Oliveira, A., & Costa, C. J. (2016). Playing seriously – How gamification and social cues influence bank customers to use gamified e-business applications. Computers in Human Behavior, 63, 392–407. https://doi.org/10.1016/j.chb.2016.05.063
• Rodríguez-Torrico, P., San José Cabezudo, R., San-Martín, S., & Trabold Apadula, L. (2021). Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-06-2021-0154
• Silva, R., Rodrigues, R., & Leal, C. (2019). Play it again: how game-based learning improves flow in Accounting and Marketing education. Accounting Education, 28(5), 484–507. https://doi.org/10.1080/09639284.2019.1647859
• Smith, D. D., & Pennathur, A. K. (2019). Signaling Versus Free Cash Flow Theory: What Does Earnings Management Reveal About Dividend Initiation? Journal of Accounting, Auditing & Finance, 34(2), 284–308. https://doi.org/10.1177/0148558X17724051
• Tan, G. W.-H., & Ooi, K.-B. (2018). Gender and age: Do they really moderate mobile tourism shopping behavior? Telematics and Informatics, 35(6), 1617–1642. https://doi.org/10.1016/j.tele.2018.04.009
• Tian, M., Deng, P., Zhang, Y., & Salmador, M. P. (2018). How does culture influence innovation? A systematic literature review. Management Decision, 56(5), 1088–1107. https://doi.org/10.1108/MD-05-2017-0462
• Tran, L.-A. P., & Chang, T.-Y. (2022). Can Brand Innovativeness Serve as a Signal to Enhance Brand Trust of Mobile Bookers? Exploring the Influence of Mobile Brand Experience. International Journal of Hospitality & Tourism Administration, 1–27. https://doi.org/10.1080/15256480.2022.2055695
• Valtakoski, A. (2019). The evolution and impact of qualitative research in Journal of Services Marketing. Journal of Services Marketing, 34(1), 8–23. https://doi.org/10.1108/JSM-12-2018-0359
• Wang, L. C., & Hsiao, D. F. (2012). Antecedents of flow in retail store shopping. Journal of Retailing and Consumer Services, 19(4), 381–389. https://doi.org/10.1016/j.jretconser.2012.03.002
• Wani, M., Raghavan, V., Abraham, D., & Kleist, V. (2017). Beyond utilitarian factors: User experience and travel company website successes. Information Systems Frontiers, 19(4), 769–785. https://doi.org/10.1007/s10796-017-9747-1
• Williams, R. I., Clark, L. A., Clark, W. R., & Raffo, D. M. (2021). Re-examining systematic literature review in management research: Additional benefits and execution protocols. European Management Journal, 39(4), 521–533. https://doi.org/10.1016/j.emj.2020.09.007
• Woszczynski, A. B., Roth, P. L., & Segars, A. H. (2002). Exploring the theoretical foundations of playfulness in computer interactions. Computers in Human Behavior, 18(4), 369–388. https://doi.org/10.1016/S0747-5632(01)00058-9
• Wu, S., Lin, C. S., & Lin, J. (2011). An empirical investigation of online users’ keyword ads search behaviours. Online Information Review, 35(2), 177–193. https://doi.org/10.1108/14684521111127998
• Xu, Y., Wang, Y., Khan, A., & Zhao, R. (2021). Consumer Flow Experience of Senior Citizens in Using Social Media for Online Shopping. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.732104
• Yoo, M., Lee, S., & Bai, B. (2011). Hospitality marketing research from 2000 to 2009. International Journal of Contemporary Hospitality Management, 23(4), 517–532. https://doi.org/10.1108/09596111111130010
• Zhao, Y., & Bacao, F. (2021). How Does Gender Moderate Customer Intention of Shopping via Live-Streaming Apps during the COVID-19 Pandemic Lockdown Period? International Journal of Environmental Research and Public Health, 18(24), 13004. https://doi.org/10.3390/ijerph182413004