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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 0263-4503
- DOI
- 10.1108/mip-05-2022-0187
- Publisher site
- See Article on Publisher Site
Abstract
This 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.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Apr 13, 2023
Keywords: Permission marketing; Systematic literature review; Mobile/email marketing; Lexicometric analysis