Prosocial behavior in intergroup contexts: a systematic review and future directions for Islamic marketing

Purpose This study aims to systematically review the literature on intergroup prosocial behavior to uncover key insights and propose future research directions for Islamic marketing. Design/methodology/approach This study uses the Theory-Context-Characteristics-Methodology framework to systematically review past literature based on the most commonly used theories, contexts, characteristics and methods. Findings After reviewing 2,675 articles from 2000 to 2023, this study identifies the four most common theories and contexts, seven factors and three primary methods used to study intergroup prosocial behavior. Based on these findings, this study identifies seven research gaps and suggests new theoretical perspectives, themes, constructs and methods for future studies in Islamic marketing. Originality/value To the best of the authors’ knowledge, this study is the first systematic literature review to explore intergroup prosocial behavior across disciplines while proposing targeted research agendas and actionable insights to advance the field of Islamic marketing.