Tuesday, 17 June 2025 at 11:30-12:30 in room SOC-356 / MS Teams

A presentation by Linda D. Hollebeek, PhD (Adjunct Professor at the Department of Business Administration of TalTech SBG).

📝The declining number of conceptual articles in psychology and marketing represents a key concern for the continued advancement of this interdisciplinary topic area. Proposition-based works, a key conceptual article sub-type, offer theoretical propositions that, typically, introduce new concepts and theorize regarding their specific theoretical associations. However, relatively few guidelines for the preparation of these articles exist, leaving scholars in the dark regarding their development. Addressing this gap, we propose a framework summarizing the development of proposition-based psychology and marketing research, which offers a step-by-step guide to craft these contributions to the field. The framework identifies the key role of (a) problematization and motivation of the topic (e.g., a focal psychological concept), which may be an existing but under-explored topic in psychology and marketing or a new-to-psychology and marketing topic, and (b) application of a broader (e.g., meso- or macro-foundational) theory to frame the topic, which should exhibit a level of fit with one another. The framework also suggests that the chosen topic/theory co-infuse the development of the research propositions and model, for which we provide relevant guidelines. We link this theoretical co-infusion process to prior intra-proposition recommendations (i.e., propositional clarity, consistency, conciseness, and contribution), which are supplemented with the proposed inter-proposition guidelines of propositional conceptual distinctiveness, comprehensiveness, and coherence.

Linda D. Hollebeek, an Adjunct Professor at the TalTech Department of Business Administration, is internationally recognized for her contributions to the field of marketing, particularly in the area of customer engagement theory, where she is regarded as one of the thought leaders. She focuses her research on customer/consumer and stakeholder engagement using digital technologies (including social media, online communities, and artificial intelligence), including innovation, ethics, and value creation. Her research has been published in some of the most prestigious journals, including the Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Business Research. She has been named for several consecutive years among Clarivate™'s Highly Cited Researchers, a distinction that is awarded to researchers whose publications rank in the top 1% by citations. Additionally, her discipline-specific h-index (D-index) in Business and Management is 54, with over 25,000 citations, positioning her among the top 600 marketing scholars globally.

The seminar is in English. Further information: pia.riips@taltech.ee

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