Swapnarag Swain, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Raiswa Saha, N. Gupta, R. Grover
{"title":"许可营销:对22年研究的系统回顾","authors":"Swapnarag Swain, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Raiswa Saha, N. Gupta, R. Grover","doi":"10.1108/mip-05-2022-0187","DOIUrl":null,"url":null,"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.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"49 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":"{\"title\":\"Permission marketing: a systematic review of 22 Years of research\",\"authors\":\"Swapnarag Swain, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Raiswa Saha, N. Gupta, R. Grover\",\"doi\":\"10.1108/mip-05-2022-0187\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":402197,\"journal\":{\"name\":\"Marketing Intelligence & Planning\",\"volume\":\"49 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-02-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"3\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Marketing Intelligence & Planning\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/mip-05-2022-0187\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Intelligence & Planning","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/mip-05-2022-0187","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Permission marketing: a systematic review of 22 Years of research
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.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
