Cause-related marketing: A review based on bibliographic coupling analysis

Abstract

The objective of this study is to address this gap by presenting a directory evaluation of the research. Cause-related marketing is published in the Web of Science database. To map the field of research on cause-related marketing, articles published in the Web of Science were assessed. Data analysis was done using bibliographic coupling. The results of the study address important topics and research areas focused on by researchers in cause-related marketing, while also shedding light on existing important research directions and future research impulses in the field of cause-related marketing. Trends that need to be studied and discussed in the future include studies of new elements of marketing related to causes, increasing the global competitiveness of the company through a marketing strategy related to the cause, marketing research related to causes in the context of developing country markets; studying the relationship of marketing in relation to consumer causes and reactions; studying the role of cultural factors in marketing in relation to causes; and studying the relationship of marketing related to the cause and online retail. This is an early study that analyses the academic aspect of cause-related marketing utilizing bibliometric analytic approaches.