Mapping the Knowledge Landscape of Maternal Healthcare Service Marketing in Resource-Limited Settings: A Systematic Review, Bibliometric, and Meta-Analysis of SADC
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Abstract
This study maps the knowledge landscape of maternal healthcare service marketing in resource-limited settings through an integrated systematic review, bibliometric analysis, and meta-analysis, with a specific focus on the Southern African Development Community (SADC) region. Drawing on Scopus-indexed literature published between 1990 and 2026, the study employs a PRISMA-guided approach to identify, screen, and synthesise relevant studies. Bibliometric analysis is conducted using VOSviewer, enabling the visualisation of co-authorship networks, keyword co-occurrence patterns, and thematic research clusters. The findings reveal a steadily growing body of literature centred on maternal healthcare access, service delivery, and health system strengthening, with emerging emphasis on digital health, equity, and universal health coverage. However, the bibliometric mapping highlights a significant gap in the integration of marketing theory and strategic communication within maternal healthcare research. Meta-analysis results indicate that maternal healthcare utilisation is positively associated with targeted health promotion interventions, improved physical and financial accessibility, and higher perceived service quality. However, the strength of these relationships varies across contexts. The study further identifies dominant research clusters, influential authors, and geographical contributions, demonstrating that while South Africa plays a leading role in regional scholarship, broader SADC representation remains limited. Combining quantitative synthesis with knowledge mapping, this paper provides a comprehensive evidence base. It proposes a forward-looking research agenda that emphasises the importance of strategic health communication, service positioning, and patient-centred approaches in strengthening maternal healthcare systems in resource-constrained environments.