A Systematic Review of Flow Theory: The State of the Art in Marketing

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.