Nudge marketing: review and future research agenda

Purpose The purpose of this systematic literature review (SLR) is to critically synthesize the fragmented research on nudge marketing using the Theory-Context-Characteristics-Methodology (TCCM) framework, integrating antecedents, mediators and consequences to provide a consolidated conceptual framework. This approach identifies key themes, gaps and clusters in the literature, guiding future research on underexplored areas such as sociocultural factors, financial influences and product characteristics. Design/methodology/approach This study employs an SLR using the TCCM framework to synthesize nudge marketing research from 2008 to 2024. In total, 71 articles were selected from Scopus, Web of Science, ScienceDirect and ProQuest using rigorous inclusion and exclusion criteria. Studies were analysed for theoretical frameworks, research contexts, authorship, publication trends and methodologies. Word cloud and lexicometric analyses were also performed to identify evolving themes and key patterns in nudge marketing literature. Findings The synthesis of existing literature identifies the under-researched areas in the domain and provides insightful directions to advance the research work based on theory development, context, characteristics and methodology used. Originality/value In general, this systematic review contributes to the nudge literature and provides practical directions to marketers and policymakers to address societal issues that can be addressed through the implementation of the nudging technique.