Meta-Analysis: Quality of Life and Marketing Systems

Journal of Macromarketing. 2024. Vol. 44. No. 1. P. 135–150.

Alexander Krasnikov, Shultz C., Solovyov I., Mehran Haddadi, Natalia Danilina, Leontyev D., Chaltsev V.

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.

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Keywords: well-being, meta-analysis, quality of life, marketing system, macromarketing