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TopMethodological Approach
Systematic Bibliometric Literature Review (LRSB) methodology is a systematic process of collecting and synthesizing data to develop knowledge. Snyder (2019) explains that literature review involves integrating perspectives and findings from multiple empirical studies, giving the methodology more power than single studies. This method’s primary purpose is to build the research and relate it to existing academic knowledge to create a firm foundation for advancing knowledge and facilitating theory development.
This article uses an LRSB to summarize and access current knowledge about email marketing as valuable research (Rosário, 2021, Rosário et al., 2021; Rosário, Raimundo, et al., 2021; Rosário & Cuz, 2019; Sacavém, et al., 2019).
Thus, we proceeded as follows: (i) definition of the research question; (ii) location of the studies; (iii) selection and evaluation of the studies; (iv) analysis and synthesis; (v) presentation of the results; and (vi) discussion and conclusion of the results. This methodology ensures that the review is comprehensive, auditable and replicable and answers the research question (Rosário, 2021, Rosário et al., 2021; Rosário, Raimundo, et al., 2021; Rosário & Cuz, 2019; Sacavém, et al., 2019). However, it is considered that the research has as a limitation to consider only the SCOPUS database, excluding the other academic bases.