Corporate social responsibility and marketing: A bibliometric and visualization analysis of the literature between the Years 1994 and 2020

• Main Author: Quezado, T.
• Publication Date: 2022
• Other Authors: Cavalcante, W. Q., Fortes, N., Ramos, R. F.
• Format: Article
• Language: eng
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10071/24657
• topic: Corporate social responsibility; Marketing; Bibliometric analysis

Several studies explored the effect of Corporate Social Responsibility (CSR) on marketing. However, bibliometric research that organizes this production is scarce. Thus, this study aims to provide a bibliometric view of marketing-related CSR research, identifying this field’s state-of-the-art literature. Two thousand and forty-two articles were collected through the Web of Science (WoS) platform. Data were analyzed using VOSviewer software to map the data graphically. The results show that: (a) the literature on CSR in the marketing area is growing; (b) five articles alone accounted for 9940 citations, and there are several prolific authors; (c) the prominent journals identified in this research published 42.16% of the total; (d) The “Journal of Business Ethics” is the leader in the number of publications, followed by “Sustainability,” which has shown strong growth in recent years, and; (e) The US is the leading country, according to the number of articles and citations. The keyword trending network analysis revealed that CSR is becoming a strategic marketing approach for companies. This study offers an insight into the state-of-the-art and trends identification in CSR and marketing.