Permission marketing: a systematic review of 22 Years of research

Abstract

PurposeThis study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.Design/methodology/approachThis study adopted a hybrid review method comprising structured literature review and lexicometric analysis.FindingsThis study examines the development of PM research over time in terms of contexts, methods and theories. Further, this review proposes a conceptual framework showing the relationships between the antecedents, mediators, moderator and consequences reported in the PM literature.Practical implicationsThis review gives critical insights for implementing permission-based marketing campaigns.Originality/valueThis systematic review synthesised literature on PM domain. Further, this study provides directions with respect to alternative theories, context, characteristics and methods to extend research on this domain.