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

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.