Purpose: The purpose of this thesis was to conduct a systematic literature review in the domain of permission marketing to provide a comprehensive future research agenda and policy recommendations.

Design/methodology/approach: This research paper worked with a systematic literature review as a method, where articles will be selected, screened, reviewed, and synthesized. In total, the review included 61 studies. This study developed a detailed future research agenda in the form of the TCCM framework that can be followed to further explore the domain.

Findings: Consistent throughout the literature has been that certain underlying factors have a crucial influence on the domain of permission marketing. Those factors include trust, transparency, control, and privacy concerns affecting the consent giving which then affects the permission marketing. Ultimately, these aspects led to considering the field from an ethical perspective and thus, guided the development of policy recommendations including ethical considerations where the perspectives of consumers and company were highlighted.

Research limitations/implications: The conceptual model developed within this research paper was solely developed based on the gathered synthesized literature due to the time frame limitations. Future researchers are encouraged to validate the findings empirically. Furthermore, the researchers have developed a detailed future research agenda in the form of the TCCM framework that can be followed to further explore the domain.

Practical implications: Reviewing the literature has led to the conclusion that policymaking is in need of some additions and improvements. Thus, the paper provides policy-making implications for practitioners from both an organizational standpoint, as well as a governmental one.

Originality: The originality of this thesis is that it conducts a systematic summary and analysis of accessible field knowledge in order to provide a comprehensive overview of permission marketing antecedents, which was priorly lacking in the domain. Through the lenses of a systematic literature review, the outcomes of the thesis provide guidance as to the unique value proposition. To the best of the researcher's knowledge, this research is the only one that incorporates the method of systematic literature review within the domain and time frame of 15-01-2022 to 15-04-2022.

Keywords: Permission Marketing, Privacy Concerns, Ethical Marketing, Trust, Transparency, Control, Consent, Personal Data

Paper type: Systematic Literature review (SLR)