Systematic Review Finds Persistent Gaps in Value-Based Pricing Research for Digital Marketing

A newly published systematic literature review examining value-based pricing in digital marketing has identified persistent theoretical and empirical gaps in how businesses translate perceived customer value into pricing decisions.

The study, which analyzed 30 selected scholarly articles from the Scopus database published between 2020 and 2025 using PRISMA review methodology, organized its findings into five major themes: the centrality of perceived value in pricing decisions, the integration of technology and AI into value assessment, the organizational capabilities required to execute value-based pricing effectively, differences in implementation between B2B and B2C contexts, and sector-specific characteristics that affect how value-based pricing is applied.

The review notes the absence of an integrative model that digitally aligns customer-perceived value and price setting, and recommends that future research focus on integrating ethics, fairness, and predictive technology into pricing algorithms. For pricing practitioners, the findings offer an academic grounding for the trend toward AI-assisted value assessment that many commercial pricing software platforms are now building into their products.