A1 Refereed original research article in a scientific journal
Corporate social responsibility and marketing : scientific mapping of literature and future research
Authors: Raposo Junior, Antonio Eliezer; Rosa, Carlos Anderson de Moura; Mainardes, Emerson Wagner; Marchiori, Danilo Magno
Publisher: Springer Nature
Publication year: 2025
Journal: International Review on Public and Nonprofit Marketing
Journal name in source: International Review on Public and Nonprofit Marketing
ISSN: 1865-1984
eISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-024-00425-6
Web address : https://doi.org/10.1007/s12208-024-00425-6
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.
Funding information in the publication:
This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 307202/2021-6, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 2022-687ZR (644/2022), 2022-31G9Q (1010/2022), 2024-6GHS8 (335/2024), 2024-C29RR (392/2024), by NECE and this work is supported by FCT—Fundação para a Ciência e a Tecnologia, I.P. by project reference UIDB/04630/2020 and https://doi.org/10.54499/UIDP/04630/2020, and by IFTS (Instituto Fucape de Tecnologias Sociais), project 2024-2027.
