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Corporate Social Responsibility and Marketing: A Bibliometric and Visualization Analysis of the Literature between the Years 1994 and 2020

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  • Tarcia Camily Cavalcante Quezado

    (Instituto Politécnico de Coimbra, ESTGOH, Rua General Santos Costa, 3400-124 Oliveira do Hospital, Portugal)

  • William Quezado Figueiredo Cavalcante

    (Instituto Federal de Educação, Ciência e Tecnologia do Maranhão (IFMA), Sao Luis 65075-441, Brazil
    Fundação de Amparo à Pesquisa e ao Desenvolvimento Científico e Tecnológico do Maranhão (FAPEMA), SECTI, Governo do Estado do Maranhão, São Luis 65075-340, Brazil
    Faculdade de Economia da Universidade de Coimbra (FEUC), 3004-512 Coimbra, Portugal)

  • Nuno Fortes

    (Instituto Politécnico de Coimbra, ESTGOH, Rua General Santos Costa, 3400-124 Oliveira do Hospital, Portugal)

  • Ricardo Filipe Ramos

    (Instituto Politécnico de Coimbra, ESTGOH, Rua General Santos Costa, 3400-124 Oliveira do Hospital, Portugal
    Instituto Universitário de Lisboa (ISCTE-IUL), ISTAR-IUL, Av. Forças Armadas, 1649-026 Lisboa, Portugal
    CICEE—Centro de Investigação em Ciências Económicas e Empresariais, Universidade Autónoma de Lisboa, Rua de Santa Marta, Palácio dos Condes do Redondo 56, 1169-023 Lisboa, Portugal)

Abstract

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.

Suggested Citation

  • Tarcia Camily Cavalcante Quezado & William Quezado Figueiredo Cavalcante & Nuno Fortes & Ricardo Filipe Ramos, 2022. "Corporate Social Responsibility and Marketing: A Bibliometric and Visualization Analysis of the Literature between the Years 1994 and 2020," Sustainability, MDPI, vol. 14(3), pages 1-24, February.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:3:p:1694-:d:740316
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    Citations

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    Cited by:

    1. Grosu, Veronica & Brinzaru, Simona-Maria & Ciubotariu, Marius-Sorin & Kicsi, Rozalia & Hlaciuc, Elena & Socoliuc, Marian, 2022. "Mapping Future Trends in Integrated Reporting, CSR and Business Sustainability Research: A Cluster-based Approach," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 264-286, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    2. Carles Manera & Eloi Serrano, 2022. "Management, Cooperatives and Sustainability: A New Methodological Proposal for a Holistic Analysis," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    3. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.

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