Permission marketing: a systematic review of 22 Years of research

This study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.

This study adopted a hybrid review method comprising structured literature review and lexicometric analysis.

This 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.

This review gives critical insights for implementing permission-based marketing campaigns.

This 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.