<![CDATA[This research aims to identify future research directions and opportunities in the field of nostalgia marketing through the Systematic Literature Review (SLR) approach within the onion research framework. A total of 22 Scopus-indexed articles were filtered using the PRISMA protocol with Watase Uake software; of these, 11 articles were analyzed in depth based on their research philosophy, approaches, methods, strategies, time horizons, and data analysis techniques. The results of the study show that nostalgia marketing is predominantly examined through two paradigms interpretivism and positivism with a relatively balanced employment of inductive and deductive approaches. These studies utilize qualitative, quantitative, and mixed-method designs with various strategies, such as literature reviews, case studies, surveys, and experiments, with cross-sectional time horizons being the most frequently adopted. This study provides a comprehensive overview of the nostalgia marketing research landscape and offers strategic research directions that can support the development of past-based marketing theories and practices across various industries. These findings carry important implications for both researchers and practitioners through a nostalgia-based approach that can be leveraged strategically. Furthermore, the findings can serve as an initial foundation for the development of nostalgia-based marketing theoretical models within the Indonesian context.]]>
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