Marketing education to international students: A systematic literature review and future research agenda

Abstract

AbstractEven though numerous studies provide information on marketing education to international students, research that reviews the accrued knowledge holistically remains elusive. Accordingly, the main purpose of this study is to (1) systematically synthesize, compile and understand the existing line of empirical research on the topic of marketing education to international students and (2) outline a comprehensive future research agenda to help further advance this field. This study adopts the theory‐context‐characteristics‐methodology (TCCM) framework proposed by Paul and Rosado‐Serrano to systematically review 52 articles published in A*, A and B category journals from the ABDC Journal Quality List. This systematic review reveals that the existing studies mostly focus on consumer‐specific theories and detects a need for more macro‐market, and industry‐related theoretical perspectives (theory); it also identifies research gaps related to international student host and home country settings (context), and the application of competition‐related variables for the main relationships in this field (characteristics). Finally, the author proposes several methodological best practices (methodology) to advance findings in this field.