Dynamic pricing in evolving revenue system: A hybrid review and integrative framework for future research directions

Dynamic pricing in evolving revenue system: A hybrid review and integrative framework for future research directions | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Dynamic pricing in evolving revenue system: A hybrid review and integrative framework for future research directions Subhajit Bahttacharya, Rashmi Singh, Akarsh Mohapatra This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-9335292/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 9 You are reading this latest preprint version Abstract This study reviews dynamic pricing in digitally mediated markets, incorporating hybrid review approach comprising systematic literature review adhering to SPAR-4-SLR, BERTopic, bibliometric, content analysis, and multimodal critical discourse analysis. It examines how dynamic pricing influences consumer behaviour, like strategic waiting, reference price formation, fairness perceptions and willingness to pay. Using Theory-Context-Constructs and Methods (TCCM) framework, this study analyses how technological advancements like artificial intelligence, real-time analytics and platform-based systems shape pricing practices and user responses. The conceptual model developed supports decision-makers in designing transparent and sustainable pricing strategies by helping firms optimize performance by balancing revenue with fairness and trust. Dynamic pricing hybrid review TCCM framework BERTopic conceptual model Full Text Additional Declarations No competing interests reported. Tables are available in the Supplementary Files section. Supplementary Files Listoftables.docx Cite Share Download PDF Status: Under Review Version 1 posted Reviewers agreed at journal 19 Apr, 2026 Reviewers agreed at journal 19 Apr, 2026 Reviewers agreed at journal 16 Apr, 2026 Reviewers agreed at journal 15 Apr, 2026 Reviewers agreed at journal 14 Apr, 2026 Reviewers invited by journal 14 Apr, 2026 Editor assigned by journal 09 Apr, 2026 Submission checks completed at journal 09 Apr, 2026 First submitted to journal 06 Apr, 2026 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-9335292","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":625912216,"identity":"815a54ab-4738-4d8f-9387-c82f3eeaf798","order_by":0,"name":"Subhajit Bahttacharya","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAzklEQVRIiWNgGAWjYFACHhBxIIGBvQFIG1gQowGmhecASIsEKVokEkAMIrTYs/cefPiz7U4ev+Tzqxt+FEgw8Ld3J+C3hedcsjFv27Niydk5ZTd7gA6TOHN2A34tEjlm0oxthxM33M5Ju8ED1GIgkUtQi/nPnyAtN8+k3fxDpBYzBl6Qlhvsx24TZ8uZc8nSPOeeJc7syWG7LWMgwUPQL+ztvQc//ii7k9jPfvzZzTd/bOT423vxa0G20ABMEqscbOEDUlSPglEwCkbBCAIAFVBK70PSibkAAAAASUVORK5CYII=","orcid":"","institution":"XIM University","correspondingAuthor":true,"prefix":"","firstName":"Subhajit","middleName":"","lastName":"Bahttacharya","suffix":""},{"id":625912217,"identity":"124aeb0d-58f8-4cc0-93d8-d779c75b5c0f","order_by":1,"name":"Rashmi Singh","email":"","orcid":"","institution":"Jaipuria Institute of Management","correspondingAuthor":false,"prefix":"","firstName":"Rashmi","middleName":"","lastName":"Singh","suffix":""},{"id":625912218,"identity":"2919fa43-b923-43c8-8919-03caad49c9ec","order_by":2,"name":"Akarsh Mohapatra","email":"","orcid":"","institution":"XIM University","correspondingAuthor":false,"prefix":"","firstName":"Akarsh","middleName":"","lastName":"Mohapatra","suffix":""}],"badges":[],"createdAt":"2026-04-06 15:23:13","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-9335292/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-9335292/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":107871423,"identity":"571a63d7-2851-40d8-b0f3-9374c234b4dc","added_by":"auto","created_at":"2026-04-27 07:49:33","extension":"pdf","order_by":1,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":2509696,"visible":true,"origin":"","legend":"","description":"","filename":"Revisedmanuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-9335292/v1_covered_dee65a2b-3dc6-40fd-855b-2266ff36d312.pdf"},{"id":107455087,"identity":"b096b84f-edaa-40bf-93e3-3e9c0bae6971","added_by":"auto","created_at":"2026-04-21 15:47:34","extension":"docx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":54439,"visible":true,"origin":"","legend":"","description":"","filename":"Listoftables.docx","url":"https://assets-eu.researchsquare.com/files/rs-9335292/v1/021e99c56ca128627d8823f3.docx"}],"financialInterests":"\u003cp\u003eNo competing interests reported.\u003c/p\u003e\n\u003cp\u003eTables are available in the Supplementary Files section.\u003c/p\u003e","formattedTitle":"Dynamic pricing in evolving revenue system: A hybrid review and integrative framework for future research directions","fulltext":[],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":false,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":true,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":true,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"journal-of-revenue-and-pricing-management","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"","sideBox":"Learn more about [Journal of Revenue and Pricing Management](https://www.palgrave.com/gp/journal/41272)","snPcode":"41272","submissionUrl":"https://submission.springernature.com/new-submission/41272/3","title":"Journal of Revenue and Pricing Management","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Springer SNAPPs","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"Dynamic pricing, hybrid review, TCCM framework, BERTopic, conceptual model","lastPublishedDoi":"10.21203/rs.3.rs-9335292/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-9335292/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThis study reviews dynamic pricing in digitally mediated markets, incorporating hybrid review approach comprising systematic literature review adhering to SPAR-4-SLR, BERTopic, bibliometric, content analysis, and multimodal critical discourse analysis. 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