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<p>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.</p>

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

  • 期刊论文

  • 发表日期：

    2025年1月3日

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  • Antonio Eliezer Raposo Junior,
  • Carlos Anderson de Moura Rosa,
  • Emerson Wagner Mainardes,
  • Danilo Magno Marchiori

摘要

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.