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Corporate social responsibility and marketing: scientific mapping of literature and future research

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  • Antonio Eliezer Raposo Junior

    (FUCAPE Business School and Instituto Federal Do Maranhão - Campus São Raimundo das Mangabeiras)

  • Carlos Anderson de Moura Rosa

    (FUCAPE Business School - Maranhão)

  • Emerson Wagner Mainardes

    (FUCAPE Business School
    University of Turku, Pori Unit)

  • Danilo Magno Marchiori

    (FUCAPE Business School)

Abstract

This study examined scientific articles that link the themes of marketing and corporate social responsibility (CSR) with the following objectives: first, to create a map of the intellectual structures that support marketing research in association with CSR; second, to discover the possibilities for future research by identifying new research fronts. A scientific mapping was performed using VosViewer software through a semi-systematic literature review, which utilized co-citation analysis and bibliographic coupling. Research opportunities were identified based on a qualitative analysis of the future research sections of the articles. The results demonstrate a vast scientific production that associates marketing with CSR. The analysis of the studies shows a movement away from topics such as financial performance to a focus on topics such as consumer behavior and relationships with stakeholders. Opportunities for theoretical, methodological, and empirical studies are presented, facilitating the development of new research and the filling of gaps identified by researchers.

Suggested Citation

  • Antonio Eliezer Raposo Junior & Carlos Anderson de Moura Rosa & Emerson Wagner Mainardes & Danilo Magno Marchiori, 2025. "Corporate social responsibility and marketing: scientific mapping of literature and future research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(2), pages 269-293, June.
    • Handle: RePEc:spr:irpnmk:v:22:y:2025:i:2:d:10.1007_s12208-024-00425-6
    DOI: 10.1007/s12208-024-00425-6
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