Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal BALANCE: Economic, Business, Management and Accounting Journal
Nanang Suryadi
Brawijaya University, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Integrating Relationship Marketing and the Theory of Planned Behavior in Digital Platform Research: A Systematic Literature Review Muhammad Alhakim Danurwindo; Nanang Suryadi
BALANCE: Economic, Business, Management and Accounting Journal Vol 23 No 2 (2026): Juli
Publisher : UMSurabaya Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/blc.v23i2.29433

Abstract

This study examines how Relationship Marketing, the Theory of Planned Behavior, and the Theory of Reasoned Action are integrated to explain behavioral intention in digital platform research. A PRISMA-based systematic literature review was conducted using Scopus as the primary database. The search on 1 December 2025 identified 565 records and after filtering and eligibility assessment, 56 empirical articles published between 2020 and 2025 were synthesized through descriptive profiling, theory mapping, variable-role mapping, and narrative-thematic analysis. The review shows that behavioral intention is not explained by isolated cognitive predictors. It emerges from layered mechanisms involving platform and technology evaluations, social-interaction cues, relational mediators, TPB/TRA cognitive variables, and post-intention outcomes such as loyalty, recommendation, usage behavior, eWOM, and engagement. This study contributes an integrative map of RM–TPB/TRA synthesis that clarifies how cognitive and relational mechanisms jointly shape digital platform behavior and future marketing research agendas in interactive commercial environments.
Co-Authors Muhammad Alhakim Danurwindo