Meta-Analysis: Quality of Life and Marketing Systems

Abstract

The authors introduce meta-analysis as a compelling tool for macromarketing research in an increasingly complex and data-driven world, and share an example of its application. They synthesize and generalize empirical findings on the relationships between marketing systems (MS) and quality-of-life (QOL), two concepts integral to macromarketing. Results indicate dimensions of MS are positively associated with QOL, suggesting that marketing systems enhance consumer well-being across contexts and metrics. The promotion dimension of MS has the highest correlation with QOL; the strongest positive MS-QOL relationship was estimated for personal health. Measurement, cultural, and socioeconomic factors that affect the strength of MS-QOL relationships also were assessed. Results suggest the association between MS and QOL is stronger in studies based on primary/subjective measures of QOL constructs, in samples drawn from developed economies, and in more indulgent, uncertainty-tolerant, and long-term-oriented cultures. Implications for theory, policy, practice, and opportunities for further research are discussed.

Boundary Interweaving: The Boundary-Making Strategy for Multicultural Coexistence in Marketing Systems

“…The various dimensions of wellbeing and overall life satisfaction are then captured by QOL (Sirgy 2021). Krasnikov et al (2024) demonstrate that marketing systems play a crucial role in enhancing QOL, with their meta-analysis revealing positive effects across different context and metrics. Among the various QOL metrics evaluated, the authors code "perceptions of social cohesion" as an indicator of QOL.…”

“…Krasnikov et al (2024) also finds that various components of provisioning systems, such as product, promotion, price, distribution, and market selection, can enhance consumer well-being through positive change in behaviours and social processes. Building upon Krasnikov et al (2024) findings, we seek to theorise the market dynamics and social process that can enhance consumer well-being and QOL.…”

“…In other words, social cohesion is one of the factors of QOL, which can enable harmony among different members of a society (Jagadale and Kemper 2022) and generate sustainable livelihoods (Little, Ho, and Eti-Tofinga 2023). Krasnikov et al (2024) also finds that various components of provisioning systems, such as product, promotion, price, distribution, and market selection, can enhance consumer well-being through positive change in behaviours and social processes. Building upon Krasnikov et al (2024) findings, we seek to theorise the market dynamics and social process that can enhance consumer well-being and QOL.…”

“…Social cohesion is a measure of quality-of-life (QOL) (Krasnikov et al 2024), while QOL encompasses various forms of well-being (Sirgy 2001). QOL and marketing systems form the basis of the macromarketing discipline (Krasnikov et al 2024).…”

“…Social cohesion is a measure of quality-of-life (QOL) (Krasnikov et al 2024), while QOL encompasses various forms of well-being (Sirgy 2001). QOL and marketing systems form the basis of the macromarketing discipline (Krasnikov et al 2024). A marketing system is a network of connected parties that collaboratively provide economic exchanges of products and services in response to customer demand (Layton 2007).…”