Monday, 6 July 2026 at 11:30-12:30 in room SOC-322 / MS Teams

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

📝The diminishing number of purely conceptual articles in marketing represents a major concern for the continued advancement of the field. An important conceptual article sub-type, proposition-based works, develop a set of theoretical propositions that typically introduce (a) new concept)(s) and theorize regarding the nature of their theoretical associations. However, relatively few guidelines for the preparation of these articles are proposed in the literature, leaving researchers largely in the dark. Bridging this gap, we propose a framework that summarizes the development of proposition-based articles in marketing, which offers a step-by-step guide to craft these contributions. The framework identifies a pertinent role of (a) problematization and motivation of the topic (e.g., a particular concept), which may be an existing but under-explored topic in marketing or a new-to-marketing topic, and (b) application of a broader theory to frame the topic, which should logically fit with one another. The framework also suggests that the chosen topic and theory, together, co-infuse the development of the research propositions, 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 and the Teng Yew Huat Endowed Chair of Marketing at Sunway University, is internationally recognized for her pioneering contributions to marketing, particularly in customer and stakeholder engagement theory. Her research focuses on consumer and stakeholder engagement using digital technologies, including social media, online communities, and artificial intelligence (such as service robots and GenAI), as well as innovation, ethics, and value creation. Her work is consistently published in top-tier journals, including the Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Business Research. Recognized globally for her immense academic footprint, she has been named a Clarivate™ Highly Cited Researcher for several consecutive years (an honor awarded to the top 1% of researchers worldwide by citations) and is regularly featured in Stanford University’s global database of the top 2% of scientists. According to her Google Scholar profile, her academic impact is highlighted by an h-index of 73 and over 46,000 citations, positioning her among the world's leading marketing and business scholars. She also serves as an Associate Editor for the Journal of Service Research and the European Journal of Marketing.

The seminar is in English. Further information: [email protected]

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