Purpose: This study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain. Design/methodology/approach: This study adopted a hybrid review method comprising structured literature review and lexicometric analysis. Findings: 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. Practical implications: This review gives critical insights for implementing permission-based marketing campaigns. Originality/value: 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.